Mobile phone advertising skyrockets 128%


comScoreComScore Inc. (SCOR), a company specializing in business analytics, released a study that claims that the number of mobile display advertisements have more than doubled in the past two years.

The Reston, Va.-based research firm claims that mobile content and publishing accounted for half of all products advertised on mobile devices.

“Although mobile advertising is still in its relative infancy, it is quickly gaining importance as new advertisers come into the fold,” said Hans Fredericks, vice president of comScore. “The acceleration of mobile media consumption, driven by adoption of smartphones, 3G/4G networks and unlimited data plans, provides a ripe environment for advertisers looking to reach consumers through a variety of platforms including mobile browsers, apps and SMS. As consumer usage and technology continue to advance, look for advertising to play an increasingly important role in the development of the mobile ecosystem.”

In April 2011, 689 advertisers used mobile display advertising campaigns, up 128% from April 2009.

Of mobile ads, 50% were for mobile content and publishing, while 26% were for consumer discretionary goods, 7% for IT and 6% for financial services.

The mobile advertising arena is expected to grow as the number of consumers with smartphones also increases. Mobile users with a smartphone comprise 31% of all cell phone consumers, up from 20% the previous year.

Apple Inc. (APPL) and Google Inc. (GOOG) both have major stakes in the iPhone and Android markets respectively, and have large workforces and offices in Austin.

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Percent of Advertised Categories via Mobile Display Advertising*
3 Month Avg. Ending Mar. 2011
Total U.S. Mobile Subscribers Ages 13+
Source: comScore Ad Metrix Mobile
% of Advertised Categories
Mobile Content and Publishing50%
Consumer Discretionary26%
Information Technology7%
Telecommunication Services5%
Consumer Staples3%

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Marc Speir