November 10, 2010, 10:54 AM

Mobile search and display ad spending to hit $816 million this year

A new Forrester Research study says spending will top $2.75 billion in 2015.

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More than one-third of interactive marketers have implemented mobile search and display advertising or plan to test the techniques in the next year, a new Forrester Research Inc. study says. And as consumers spend more time on the mobile web, interactive marketers will carve out ever larger budgets for this emerging channel, says “U.S. Mobile Search And Display Forecast, 2010 To 2015.”

Last year U.S. businesses spent $191 million on mobile search ads and this year they will spend $379 million, the study finds. That figure will increase 293% to $1.49 billion in 2015. Last year U.S. businesses spent $271 million on mobile display ads and this year they will spend $437 million, the study says. That figure will jump 188% to $1.26 billion in 2015.

Advertising opportunities will increase as more consumers flock to the mobile web. This year 21% of the U.S. population of more than 300 million access the web via a mobile device at least monthly; that figure will increase to 36% by 2015, Forrester Research says.

Mobile advertising opportunities will grow as the mobile web makes more consumers want smarter phones—the combination of better smartphones, faster networks and flat-fee data plans have all contributed to increased adoption rates of Internet-enabled devices, the Forrester study says. Additionally, opportunities will grow as mobile web usage increases—advances in smartphones have made it relatively easy for people to use the mobile web, and because of this, the frequency and duration with which smartphone users access the mobile web and use apps significantly exceeds past generations of feature phones, the study says.

And increased use of the mobile web is driving purchases. “Mobile Internet users aren’t just looking for the nearest coffee house,” the study says. “They’re buying airline tickets, researching cars, and receiving coupons for products like coffee or detergent.”

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