Global mobile ad market valued at $5.3bn in 2011

The global mobile advertising market is valued at $5.3 billion (€3.8 billion) for 2011, according to the IAB Mobile Marketing Center of Excellence, IAB Europe and IHS Screen Digest.

The latest figures show regional shares of: Europe 25.9%; North America 31.4%; Latin America 3.5%; Asia-Pacific 35.9%; Middle East & Africa 3.2%.

Looking in more detail at the investment in the different formats within mobile the figures reveal:

Alain Heureux, president and CEO of IAB Europe, said: “Hyper-personal and always-on, mobile has a tremendous potential as an advertising medium. We are recognising the need for accurate and comprehensive data to support and provide evidence for its future growth. This is not just a local, or even European affair. As many mobile campaigns are played out in a global ecosystem, the market we have to size spans across borders.”

“As mobile accelerates its global footprint, it is vital that we measure the worldwide and regional opportunities for advertisers,” said Anna Bager, vice president and general manager, Mobile Marketing Center of Excellence, IAB.