eMarketer: Worldwide, More Money Goes Mobile

JAN 4, 2013 - Mobile search and display advertising up 220% in US alone

Mobile ad spending around the world more than doubled last year, eMarketer estimates, and though growth will moderate this year, double-digit increases in mobile ad spending will continue in coming years as outlays approach $37 billion by 2016.

In 2012, mobile spending was at $8.41 billion, according to eMarketer's forecast—up from just over $4 billion the year before and $2.34 billion in 2010. eMarketer's estimates of worldwide mobile ad spending include dollars going toward display and search advertising only, and exclude spending on messaging-based formats. Spending on tablets is also included.

The fastest growth in 2012 came from North America, especially the US, where mobile search and display ad spending was up 220%. Spending doubled in the Middle East and Africa, from a very small base, while growth in the rest of the world's regions was below average. In Asia-Pacific, spending was up a comparatively small 40%.

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