Electronic Retailer - January 2012 - (Page 14)

EMARKETER RESEARCH Mobile Advertising and Marketing Goes Mainstream High-profile acquisitions by Google and Apple and the launch of Apple’s iAd platform in 2010 brought unprecedented awareness to mobile advertising and marketing. As a result, many brand marketers bought into mobile in a significant way, helping to more firmly establish the medium. Reflecting the continued advance of smartphones and rising tablet acquisition among U.S. consumers, eMarketer’s latest forecast predicts a dramatic increase in mobile ad spending over the next few years. U.S. mobile ad spending could reach $1.8 billion in 2012, grow to $2.5 billion in 2013 and more than double to $4.40 billion by 2015. In 2012, marketer spending will be fairly evenly split between messaging, display and search. However, by 2015, display and search will emerge as the dominant mobile ad formats. U.S. Mobile Ad Spending, 2010-2015 (millions and % change) $4,396 79% $3,381 65% 47% $1,802 40% $1,226 $743 $2,523 34% 30% 2010 2011 2012 % change 2013 2014 2015 Mobile ad spending Note: includes display (banner, rich media and video), search and messagingbased advertising Source: eMarketer, September 2011 U.S. Mobile Ad Spending, by Format, 2010-2015 (millions and CAGR) 2010 Messaging Banners and rich media Search Video Total $327.3 $202.5 $185.0 $28.3 2011 $442.6 $376.4 $349.4 $57.6 2012 $508.3 $594.8 $594.8 $104.5 2013 $560.2 2014 $612.0 2015 CAGR $633.0 $1,600.0 $1,767.1 $395.6 14% 51% 57% 69% 43% $883.2 $1,207.1 $908.4 $1,291.6 $171.6 $270.5 $743.1 $1,226.1 $1,802.4 $2,523.3 $3,381.3 $4,395.7 Note: numbers may not add up to total due to rounding Source: eMarketer, September 2011 14 electronicRETAILER | January 2012 http://www.electronicretailermag.com

Table of Contents for the Digital Edition of Electronic Retailer - January 2012

Calendar of Events
Your Association, Your Bottom Line
Industry Reports
FTC Forum
eMarketer Research
IMS Retail Rankings
Jordan Whitney’s Top Categories
Lockard & Wechsler’s Clearance & Price Index
SENSAtional Marketing
When Words Can Hurt
‘Because They Can’t Afford to Get Sick’
Guest Viewpoint
Guest Viewpoint
Inventor’s Corner
Legal
Payment Processing
Member Spotlight
Advertiser Spotlight
Bulletin Board
Advertiser Index
Classifieds
Rick Petry

Electronic Retailer - January 2012

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