According to a latest press release by eMarketer, US Mobile Ad Spending will touch $4.4 bn by 2015 driven by smartphone and mobile internet adoption. The release also provides a year by year breakdown by format, which shows mobile paid search growing 57% CAGR from 2010 to be the No.1 format by 2015.
To date, messaging-based formats have been the lead choice for advertisers as mobile experiences have been limited by screen experience on older feature phones. With the high uptake of feature-rich smart phones starting with the iPhone and then accelerated by Android phones, this is no longer an issue.
This blog has already advocated reasons why mobile search is important in 2011. Advertisers must start setting up test and learn experiments using enhancements like click-to-call and location extensions that I have written about before. Google is now factoring in mobile search optimisation into quality scores for mobile search ads which means mobile optimised sites benefit more.