The IAB Mobile Marketing Center of Excellence in the U.S., IAB Europe and IHS Screen Digest have joined forces to size the Mobile Advertising Market at global and regional levels.
Underneath the global figure of $5.3 billion (€3.8 billion) for 2011 are regional shares of: Europe 25.9%; North America 31.4%; Latin America 3.5%; Asia-Pacific 35.9%; Middle East & Africa 3.2%.
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Looking in more detail at the investment in the different formats within mobile the figures reveal:
2011: Mobile ad spend in €million
| Display | Search | Messaging | Total | |
| Europe | 263 | 646 | 81 | 991 |
| North America | 410 | 582 | 211 | 1,204 |
| Latin America | 22 | 53 | 59 | 135 |
| Asia-Pacific | 352 | 994 | 30 | 1,375 |
| Middle East & Africa | 32 | 89 | 3 | 124 |
| Global | 1,080 | 2,364 | 385 | 3,829 |
Understanding Smartphone Consumers
The following video is illustrative about how smartphone users behave, giving insights on how to target our ads on mobiles.
