According to the latest FirstPartner forecast, the Western European mobile ad market will see revenues grow to 1.1 billion GBP by 2014. The UK will be the leader, maintaining a steady growth rate of 33% to reach 49.8 million GBP in 2010. That’s before growth accelerates in 2011 to deliver revenues of 285 million GBP per annum by 2014. For the record, the UK mobile advertising market was worth 37.6 million GBP last year, growing at 32% over 2008.
Germany and Italy will follow the UK with 42.6 and 38.4 million GBP in 2010, respectively. Most of the growth will come from mobile search, increase in mobile internet traffic and social media-based application usage.
Commenting on the numbers, FirstPartner’s Senior Analyst Justin Davidson said: “Mobile advertising has witnessed a number of major developments over the last 12 months that lay the foundations for sustainable growth. Widespread adoption of smartphones and use of mobile to access Facebook and other Social Networking sites has driven mobile internet into the mainstream. The prospective purchase of AdMob by Google and the entrance of Apple will significantly strengthen awareness of mobile as an advertising medium amongst advertisers and agencies. Actual growth will depend upon the willingness of brands to explore the opportunities that mobile is now starting to present.”
[Via: CellularNews]