Mobile advertising: market trends, business models and operator case studies

The mobile advertising market was worth more than USD7.4 billion (EUR5.5 billion) in 2012. Most of advertisers’ mobile spend is going into search and display advertising, for which the distribution is primarily captured by Apple, Google and several large mobile advertising networks. There will be limited growth in this sector in the next five years, and search engines and social networking sites will drive most of the revenue growth. Operators in Europe and the USA should move away from competing head-to-head with major mobile advertising distribution networks.