Advertising on mobile phones up 128% in last 2 years, study says


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Display advertising on mobile devices has more than doubled in the last two years, according to a study from research firm ComScore.

‘Although mobile advertising is still in its relative infancy, it is quickly gaining importance as new advertisers come into the fold,’ said Hans Fredericks, ComScore’s vice president, in a report on the study.


‘The acceleration of mobile media consumption, driven by adoption of smartphones, 3G/4G networks’ are among the factors providing ‘a ripe environment for advertisers looking to reach consumers through a variety of platforms including mobile browsers, apps and SMS,’ Fredericks said.

In April 2011, 689 advertisers used mobile display advertising campaigns to reach consumers, up 128% from two years earlier, ComScore said.

‘Mobile content and publishing’ made up about 50% of mobile ads, while 26% of mobile ads were for ‘consumer discretionary goods,’ the research firm reported.

Seven percent of ads were for ‘information technology’ companies and 6% were ads for ‘financial services,’ ComScore said.

Smartphones are a major contributor to this growth, it said.

About 82% of smartphone users accessed their mobile Web browsers, and 85% used applications in March. Meanwhile, just 19.1% of feature phone owners used their handset’s browsers and 15.9% used apps, ComScore said.

About 31% of mobile phone users do so with a smartphone, up from just 20% a year ago, an example of the growing number of advertising opportunities in the space as well, the firm said.



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-- Nathan Olivarez-Giles

A Web page is displayed on a Kyocera Echo smartphone. Credit: Jeff Chiu / Associated Press