The opportunity to reach consumers in a targeted, contextual way via mobile devices will help push mobile from 0.5% of total advertising budgets in 2010 to more than 4% in 2015. The adoption of smartphones and tablets will also expand the audience and make it easier to segment and target over time.
Mobile budgets will grow fastest in North America and Western Europe, representing 28% and 25% of the global market, respectively, by 2015. Asia/Pacific and Japan, which will drive 49% of mobile advertising this year, will account for 33.6% of the market in 2015.