The future of mobile advertising, 2011- 2016

1Executive Summary

Spending in the mobile advertising space will be approximately $4 billion worldwide this year, so despite perceptions to the contrary, we can safely assume it’s an area to watch in the coming years. Spending by U.S. advertisers will be over $1 billion. Granted, this is a fraction of overall digital ads, which for the U.S. this year will be in the $33 billion range. Nonetheless, more advertisers will turn to mobile in the coming years as targeting improves, audiences build and results meet or beat competing channels.

To get a clearer picture of mobile advertising’s future, it helps to first explore the current landscape — the key drivers and players involved today. With these as a backdrop, a five-year outlook such as this comes into greater focus and leads to a discussion of the major players to watch as 2016 approaches.

Companies mentioned in this report include Google, Apple, Millennial Media, InMobi, Microsoft, Yahoo, Nokia, Zynga, Coca-Cola, Foursquare, Gowalla, Living Social, Groupon, Facebook, Twitter, AT&T, Skype and Amazon.

Next: Introduction
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