Mobile advertising had a good year in 2012. A very good year. With a 100% growth rate from 2011 to 2012, emarketer still predicts a slowdown in the growth rate. This contrast somewhat with Mary Meeker from KPCB, which sees a $20bn gap in the US alone in terms of time spent on mobile vs ad dollars:
I tend to lean towards Mary Meeker’s opinion. There is clearly a significant under-spend that exists on mobile. However, I do believe that mobile advertising attraction has to grow beyond the fact that they have higher display rates simply because there are less banner ads on mobile sites. Display ads serve a purpose for sure, but it is the interactive ability combined with contextual relevance of knowing who, where and possibly what a user is doing which makes mobile interesting – and makes mobile a much better suited ad platform than than the web.
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