China’s Mobile Ads Will Double to $1.16 Billion in 2014, EMarketer Says
Advertising on mobile devices in China will more than double to $1.16 billion in the next three years, growing faster than the U.S. market, according to a report by EMarketer Inc.
Mobile advertising in China will grow 158 percent by 2014, EMarketer predicted in a report to be published today. In the U.S., mobile ad sales will grow 131 percent to $2.55 billion over the same period, the report said.
Advertisers are boosting spending on text and graphic display ads for handheld devices in China as portions of the world’s largest Web market increasingly migrate to mobile phones. The country will add almost 200 million mobile Internet users over the next three years, bringing the total to 568 million in 2014, according to EMarketer.
“Because mobile devices are often the primary way that consumers access digital content” in China and other emerging markets, advertisers enjoy a “heightened appeal relative to a more mature market, where you have higher PC penetration rates,” said Noah Elkin, principal analyst at EMarketer in New York.
Emerging markets for mobile advertising such as India, Brazil and Russia are growing at even faster rates than China. India’s mobile ad spending will total $190 million in 2014, up more than threefold from this year. Brazil’s mobile ads will grow almost fivefold to $117 million in the same period. Mobile advertising in Russia will more than triple to $72 million in 2014.
In the U.S., competition for mobile ad dollars has drawn large technology companies to make acquisitions in the industry. Google Inc. (GOOG) purchased mobile ad provider AdMob last year for about $700 million. The same year, Apple Inc. (AAPL) acquired Quattro Wireless, another startup selling ads placed on mobile devices.
To contact the reporter on this story: Douglas MacMillan in San Francisco at Dmacmillan3@bloomberg.net.
To contact the editors responsible for this story: Tom Giles at tgiles5@bloomberg.net.
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