Worldwide mobile advertising revenue will reach $3.3bn in 2011 as smartphones and tablets enter the mainstream, according to new predictions from Gartner.
The analyst firm's Mobile Advertising Worldwide, 2008-2015 forecast said that the market will continue expanding to reach a colossal $20bn by the end of 2015.
The Asia Pacific and Japan region will account for almost half of mobile advertising in 2011, generating $1.6bn alone. This will rise to $6bn in 2015, although the region's market share will decrease to a third.
Income generated from western Europe, meanwhile, will increase from $569m in 2011 to $5.1bn in 2015.
Mobile platforms such as iOS and Android will allow brands, advertisers and publishers to engage with customers in a contextual manner, and will help to improve returns, explained Stephanie Baghdassarian, research director at Gartner.
"Adverts within search, map and location-based augmented reality applications will generate the highest revenue initially, but mobile web display and in-app ads will catch up once the HTML 5 and iAd platforms take off," she told V3.co.uk.
"Banners, rich media and interactive ads will be placed within mobile browsers and applications, and the use of 3D pictures, video and interactive adverts will become more prominent around 2013."
Mobile advertising budgets will rise from 0.5 per cent of total advertising budgets in 2010 to over four per cent in 2015, but other forms of advertising will not be dramatically affected, according to Baghdassarian.
Advertisers will also find it easier to segment and target audiences as smartphones and tablets become the norm, added Andrew Frank, research vice president at Gartner.
"Brand marketers who want to include mobile in their advertising initiatives should not delay their trials, and should have their budgets in place now to take advantage of mass consumer adoption of smartphones and tablets," he said.
Gartner predicts that smartphones will break the one billion sales mark in 2015, with around 48 per cent running Android.
The creation and consumption of digital media has expanded rapidly since the launch of the iPad.
News Corp launched the first iPad-only newspaper, The Daily, in February 2011, and companies are increasingly introducing applications on the iOS platform.
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