• by Mark Walsh  @markfwal, October 1, 2012

Brian Monahan of Magna Global highlighted a number of mobile-related stats at OMMA Global on Monday:

-6.5 billion handsets worldwide

-smartphone penetration at 40% in developed world

-mobile ad spend estimate $6.3 billion marketplace in 2012, 49% growth this year but will slow down going forward

-globally mobile is about 1.5% of total ad spend

-mobile eCPM in U.S across different ad format. is $4.70; $2.85 is high and goes down from there

-183 million global app users; app usage outpacing Web usage.

To increase spending in mobile, Monahan suggested brands have to create mmore app-like ads that take advantage of the native functionality of devices. Think ads like Toyota's "Backseat Driver" ad that featured a mobile game letting children virtually "drive" on the same route their car was taking using a phone's location and mapping.