Mobile ad spend to rise to $11.4 billion, predicts Gartner

The mobile advertising market could reach an impressive $11.4 billion (£7.16 billion) in 2013 if statistics from research firm Gartner are to be believed.

Reported by, the rise in mobile ads could come at the expense of traditional offline advertising, with the rise in smartphone and tablet adoption potentially proving to be important.

Mobile ad spend could also reach an impressive $24.5 billion in 2016 if the trend continues as marketers fully expect to spend more of their digital advertising budgets on targeting mobile users.

This could potentially come in the form of SMS marketing or other mobile marketing activities. With dual screening – the action of using a mobile and watching television at the same time – on the rise, it makes sense for marketers to target mobile users alongside their existing marketing campaigns.

Andrew Frank, research vice president at Gartner, commented on the figures: “Smartphones and media tablets extend the addressable market for mobile advertising in more and more geographies as an increasing population of users spends [sic] an increasing share of its time with these devices.”

Stephanie Baghdassarian, research director at Gartner, added: “The mobile advertising market took off even faster than we expected due to an increase uptake in smartphones and tablets, as well as the merger of consumer behaviours on computers and mobile devices.”