The International Mobile Marketing Landscape
Without a doubt, mobile marketing is an international phenomenon. Mobile Web traffic continues to grow worldwide, but not all markets are ready to receive sophisticated Web-based mobile marketing campaigns. Figures 14.1 and 14.2 show mobile advertising spending and mobile search advertising spending worldwide for the past three years, as well as anticipated spending for the next three years. Although most of this book focuses on mobile marketing strategy in North America and Europe, your understanding of the differences among the various regions can play a crucial role in the success of your mobile campaign if you are focusing on an international audience.
Mobile Advertising spending worldwide, by Format,
2007 2008 2009 2010 2011 2012
Mobile message $2,560 54,200 $6,440 $9,260 $11,960 $14,173
Mobile display $52 $142 $338 $629 $945 $1,203 Mobile search $83 $244 $597 $1,290 $2,345 $3,773
Total $2,695 $4,586 $7,375 $11,179 $15,250 $19,149
Note: numbers may not add up to total due to rounding; *spending on placement in text messages, includes direct spending on message campaigns as well as spending on promotional coverage of end-user messaging costs; * 'spending on display banners, links or icons placed on wap, mobile html sites or embedded in mobile applications such as maps or entertainment services (e.g. games or video); ***spending on sponsored display ads and text links that appear alongside mobile search results, as well as spending on audio ads played to mobile phone callers making a
Figure 14.1 Mobile advertising spending worldwide. Chart courtesy of eMarketer.
worldwide Mobile search Advertising spending, by Region, 2007-2012 (millions)
2007 2008 2009 2010 2011 2012
US $34.5 $107.4 $241.8 $530.5 $910.2 $1,434.2
Asia-Pacific $26.0 $72.0 $189.9 $372.8 $732.4 $1,160.0
Western Europe $18.4 $52.0 S140.5 $339.7 $614.1 $968.2
Rest Of World $4.4 $12.4 $24.4 $47.0 $88.6 $160,9
worldwide $83.3 $243.7 $596.6 $1,289.9 $2,345.2 $3,773.2
Note: includes spending on sponsored display ads and text links that appear alongside mobile search results, as well as spending on audio ads played to mobile phone callers making a directory inquiry; Western Europe includes France, Germany, Italy, Spain, UK; Asia-Pacific includes China, India, Japan, South Korea; numbers may not add up to total due to rounding
Source: eMarketer, February 2008_
092113 www.eMarketer.com
Figure 14.2 Mobile search advertising spending worldwide. Chart courtesy of eMarketer.
Regional deployment of technology and mobile network infrastructure are important considerations when launching a mobile campaign. Also, cultural acceptance and understanding of different mobile marketing channels can make or break a campaign, so research must be done to ensure that your campaign will succeed. This chapter offers a high-level outline of the key differences among regions and how you can leverage those disparities to make the most of your mobile marketing dollars.
H Note
Statistics and methodologies vary dramatically between the different reporting services. Use the charts and numbers in this chapter as a guide more than anything else.
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