The US is all about numbers, big, big numbers. It has a mobile population exceeding 300 million, and a mobile internet user base on the verge of surpassing 100 million.

With this level of scale, mobile advertising budgets are high – especially in relation to Europe – with the average mobile advertising campaign in the US between $75,000-100,000.

At this level, it ensures there is sufficient budget available to release the creatives on the campaign and deliver a truly compelling, rich advertising experience.

Presently, the US is the second largest mobile advertising market in the world, behind Japan. In 2010, the US mobile advertising market will be worth $797.6 million, rising to $5.04 billion in 2015. Aligned with this increase in mobile advertising spend, will be an increase in US mobile users engaging with advertisements on their mobile.

Consumer research for mobileSQUARED by Lightspeed Research reveals that 53% of US mobile users claimed not to have seen an advert on their mobile. User engagement with mobile advertising will inevitably increase.

Primarily because 49 million mobile users already claim to have actively engaged with an advert on their mobile, and if just one-third of that 53% start to engage with mobile advertising, that would contribute an additional 50 million mobile users. ...

Download Full Report: USmA: The United States of Mobile Advertising

PDF format, 1.6MB, 8Pages.

Prepared by Nick Lane
Chief Analyst, mobileSQUARED
Smaato
open mobile advertising

The American Dream
Following years of promise, the US mobile advertising marketplace has sprung into life, and will become the second billion dollar market after Japan – during 2011. Yet the true potential of mobile, and the market realisation of advertising on the medium, remains some distance away.

By the end of 2010, mobile advertising will represent 1% of total ad spend in the US. And although mobile is growing faster than online, that is only to be expected given digital was an entirely nascent medium 10 years ago, and has laid down the foundations for mobile to florish. And florish the United States of mobile Advertising will.

About Smaato
Smaato is a pioneering mobile advertising company that operates the mobile ad optimization platform called SOMA (Smaato Open Mobile Advertising) and partners with mobile publishers, developers, ad networks and operators.

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