Mobile To Be 4% of Ad Spend in Western Europe: Report

Mobile advertising will survive the economic recession, and may even see some indirect benefits from it, says new info from Analysys Mason.

“For mobile, the downturn creates a conflicting set of pressures,” principal analyst Alexandra Rehak explained. “On the positive side, mobile advertising will benefit indirectly from the accelerating shift of advertising spend from traditional to digital media, particularly as consumer take-up of mobile entertainment services grows in line with greater take-up of 3G.”

The market researcher forecasts that by 2012, mobile advertising will make up 4% of ad spend in European countries with high mobile penetration and broad 3G coverage. In emerging Central and Eastern European countries, it’s expected to account for as much as 2% of total ad spend.