Smaato, the German-based mobile display aggregator, released a whitepaper this week suggesting that mobile the advertising market across Europe’s big five (namely Germany, UK, France, Italy and Spain) will reach $1.2 billion by 2015. The projected growth will be 48% every year until 2015. Mobile display is set to rise to $350 million over the next five years. This is a big rise but it still dwarfs the display market – which is set to go to seven billion euro by 2015. This report suggests that mobile display is due for explosive growth – but I still think these numbers are on the conservative side. DFA mobile is already getting traction, and is now allowing big agencies to put budgets through the mobile channel. Some ad nets are seeing a bump in revenue because of DFA mobile – even though there have been some “teething” probelms with integration. Is three-hundred and fifty million a little on the low side for mobile display growth? Possibly. Mobile still has a serious problem with metrics and targeting – due to the lack of universal cookie tracking on all mobile devices. But I’m sure the DoubleClick techies are cooking something up to resolve this problem. The DoubleClick mobile cookie anyone?
You can download the report in full from here: http://www.smaato.com/media/Smaato_WhitePaper_Europe_BIGFIVE_10262010.pdf.ExchangeWire