Research Releases
UK to lead European Mobile Advertising Growth
FirstPartner forecasts mobile advertising to be £1.1 billion in Western Europe by 2014.
Following on from 2009’s forecast where FirstPartner successfully predicted the growth of mobile search in the UK to within a 0.5% (£20.2 million according to IAB’s latest figures, £20.3 million according to FirstPartner’s) FirstPartner has released an updated forecast which predicts growth of 36% for mobile advertising in Western Europe 2010. The growth of mobile advertising will be dominated by mobile search.
The largest market is the UK which will maintain a steady growth rate of 33% to reach £49.8 million (€58 million) in 2010 before growth accelerates in 2011 delivering revenues of £285 million (€332 million) per annum by 2014. According to audited figures released today by the IAB the UK mobile advertising market was worth £37.6 (€43.7 million) in 2009, a growth of 32% over 2008.
The next largest markets will be Germany and Italy with revenues of £42.6 million (€49.5 million) and £38.4 million (€44.7 million) in 2010 respectively. Revenue growth will be driven primarily by mobile search and the significant increase in mobile internet traffic and application usage driven by mobile social media use.
Launching the forecast, Justin Davidson Senior Analyst at FirstPartner said:
“Mobile advertising has witnessed a number of major developments over the last 12 months that lay the foundations for sustainable growth. Widespread adoption of Smartphones and use of mobile to access Facebook and other Social Networking sites has driven mobile internet into the mainstream. The prospective purchase of AdMob by Google and the entrance of Apple will significantly strengthen awareness of mobile as an advertising medium amongst advertisers and agencies. Actual growth will depend upon the willingness of brands to explore the opportunities that mobile is now starting to present.”
The Mobile Advertising Forecast can be used to generate market estimates, business plan forecasts and market entry planning. It can also be used to asses which advertising formats will become dominant and where the greatest opportunities lie. The forecast can be manipulated to compare different countries and ad formats, and all data is visible in a graphical format for easy interpretation of results. No prior knowledge or experience of Excel is required to use it.
The forecast provides a realistic view of the prospects for mobile advertising. It takes full account of the audited IAB data for the UK market and provides a detailed breakdown of revenue forecasts across each of the Western European countries and mobile advertising formats. It is available as a full forecast or as data sets for individual countries or advertising formats.
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