The Interactive Advertising Bureau (IAB) reported Tuesday that mobile advertising spending officially surged 111% percent in 2012.
Ballooning to $3.4 billion last year, the IAB says 2012 marks the second consecutive year of dramatic mobile growth, according to coverage from AdWeek.
A more mature ecosystem of mobile ad exchanges deserves at least some credit for the niche’s continued explosion, said David Silverman, a partner at PricewaterhouseCoopers, which prepared the trade org’s report.
“They have certainly made the buying experience easier—similar in what we’ve seen with online [exchanges],” Silverman explains.
“But there are a whole host of other factors that have created the growth of mobile,” he continued. “Really what’s happened is everybody is staring at their cellphone now. Marketers are trying to reach them where they are at—on elevators, at coffee shops, etc. The inventory is there, and the people are there. You combine those elements with localization, and mobile presents a great opportunity.”
Total digital ad revenue hit $36.6 billion last year, which represents a 15 percent spike year-over-year.
“We think the growth of social media has had a tremendous impact on sellable inventory, particularly in the display category,” Silverman added.