Recycle mobile phone: Apps key to mobile phone advertising

25/04/2012

Smartphone applications are set to be the key driver for advertising as companies have recognised it as the main distribution method for media on mobile phones.

In-app spending by advertisers in the US and western Europe is set to overtake money spent on display ads on mobile websites in 2012, according to research firm Strategy Analytics.

The number of apps downloaded globally is expected to grow 38 per cent to more than 32 billion in 2012.

Figures also suggest that advertising spending on in-app content is set to increase to $US2.9 billion ($2.8 billion) this year.

InMobi - the world's largest independent mobile ad network - claims that the number of ads seen by consumers on mobile phones grew 21 per cent in the first quarter of the year.

"Advertisers chase eyeballs, so the fact that brands spend more on in-app advertising than the mobile Web is a clear sign that apps are what consumers are glued to for an increasing range of activities," commented David MacQueen, director of wireless media strategies at Strategy Analytics.

Posted by Simon Thomas

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