Emerging market advertising expected to go straight to mobile
It's the so-called 'emerging markets' where advertisers are expected to most dramatically increase their spending on "third-screen" ad campaigns targeted specifically to users of mobile data services, says a new report from Pyramid Research.
Countries such as Brazil, China, Indonesia, Mexico, Roumania, Russia, South Africa, and Turkey are seeing huge increases in mobile penetration rates, and are effectively leapfrogging many users straight to the mobile Internet (without the tethered PC phase).
Pyramid claims there are potentially huge new revenue stream for operators of mobile networks and that mobile advertising will boost mobile data service revenues by 10 per cent within the next five years, as mobile service adoption rates grow worldwide.
Mobile data services are expected to account for more than a third of operators' service revenues globally by 2013, making mobile advertising a robust growth area despite an expected overall downturn in advertising spending over the next two years.
The report claims that fixed-line Internet and mobile platforms will take market share away from traditional formats in the short term and grow in line with economic recovery from 2011 onward. Mobile and Internet platforms combined will account for roughly 12 percent of overall advertising spending in emerging markets and 30 percent in developed countries by 2013.
The report identifies South Africa and Indonesia as markets where the mobile sector's share of overall advertising spending will surpass that of the Internet medium as early as 2009.
