Key takeaways from the forecast are:
- US mobile ad spending will top all other regions in the world for the first time this year.
- Mobile, despite rapid growth, accounts for just 1% of total ad – spending worldwide.
- Mobile ad market in Asia-Pacific remains far bigger than in Europe.
- Mobile advertising, though just 2.3% of total ad spending in the UK, is expected to take a record share by 2016, reaching 11% of total ad spending.
While this is good news, a recent Trademob study will probably upset some mobile advertisers and make them think twice before spending their money on mobile.
“In June 2012, we conducted a study of six million mobile clicks across 10 global ad networks. An enormous 40% of paid-for clicks were found to be COMPLETELY WORTHLESS showing a conversion rate from click-to-download of below 0.1%. Further analysis showed that 18% of these were highly indicative of click fraud and 22% happened accidentally.”
40% is HUGE. You have to ask yourself: how much is your mobile ad worth, really?