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Advertisers demand measurability from mobile advertising and see benefits

Advertisers demand measurability from mobile advertising and see benefits

BuzzCity, a global provider of wireless communities and consumer services, today announced the results of its quarterly Global Mobile Advertising Index, which shows the global recession is having little to no effect on mobile advertisers or user habits.

The Index documents the growth of mobile internet advertising and represents inventory sold across the BuzzCity Mobile Advertising Network in more than 200 countries globally.

It indicates growth in the number of users accessing the mobile internet, in spite of declining public confidence in the economy and security in the job market.   

In the first three months of 2009, the BuzzCity Advertising Network delivered 8.5 billion paid advertising banners, an increase of 11% over the previous quarter. The following table shows the top 10 countries by the number of paid advertising banners delivered in each:

Indonesia: 4.4 billion (23 per cent growth)

India: 842 million (16 per cent)

United States: 527 million (38 per cent)

South Africa: 428 million (-8 per cent)

Egypt: 162 million (8 per cent)

Romania: 161 million (9 per cent)

China: 130 million ( 67 per cent)

Philippines: 125 million (8 per cent)

United Kingdom: 113 million (54 per cent)

Bangladesh: 112 million (-16 per cent)

Growth and usage of the mobile internet in the first quarter was particularly strong in China (67%), United Kingdom (54%), United States (38%) and Indonesia (23%). 

“Despite a very challenging economic environment advertisers are clearly moving more of their advertising budgets to the mobile internet. Competition for advertising dollars has never been more intense but the mobile internet’s superior ROI has made this media a part of many marketer’s plans” said KF Lai, CEO, BuzzCity.

The advertising industry has more reasons for optimism. The United Kingdom is in the Top 10 for the first time and joins Romania in representing Europe, suggesting an increase in off-portal activity and the prospect of more advertiser interest. Italy, Spain, Sweden and France all recorded double digit growth on the Q4 2009 figures. Similarly, Egypt’s rise to 5th place is the result of steady growth in usage and advertiser interest since it first appeared on the Index in April 2008.  

“Advertisers are showing greater emphasis on measurability and return on investment” added KF Lai. “To make sure the network delivers its value proposition, we will continue to study the mobile consumer and their changing behaviour.”

BuzzCity tracks the growth of the network and by extension, the growth of the mobile internet in more than 200 countries around the world via advertisements placed on more than 2,000 publisher sites.


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