IAB values mobile ad market at $5.3 billion

The Interactive Advertising Bureau (IAB) Mobile Marketing Center of Excellence has valued the size the market of mobile advertising at $5.3 billion in 2011 — an increase of 150%.

“Marketers are beginning to understand more than ever that mobile is an important medium,” said Anna Bager, VP and general manager of IAB’s Mobile Marketing Center of Excellence.

The IAB provided a rundown of regional and global figures in both dollars and euros. “IAB found these numbers by collecting data from members who submit their revenue to us,” Bager explained.

The $5.3 billion mobile market will most likely continue to grow exponentially, Bager said.

“Once mobile moves out of the mobile medium category and becomes something larger, it will be a part of all advertisers’ budgets,” she said. “Mobile has become no longer an ‘if’ but a ‘must’.”

The numbers provided by the IAB related to the mobile market as a whole and did not break the results down into further categories, such as social or search, according to Bager.

Another recent IAB study conducted by On Device Research revealed that 47% of mobile commerce actions happened at home, while 70% of consumers welcome mobile ads.

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