Mobile Display Ads More Than Doubled in Last 2 Years

Smartphones played key role

According to a study from comScore, display advertising on mobile devices has more than doubled over the past two years.

The study found that in April 2011, 689 advertisers used mobile display ads to reach consumers on their smartphones—an increase of 128 percent from two years earlier. According to the report, 50 percent of all ads were for mobile content and publishing, while 26 percent of ads were for consumer discretionary goods, 7 percent for information technology companies, and 6 percent for financial services ads.

The increase of smartphone users—31 percent of mobile phone users have smartphones, up 20 percent from a year ago—has been key in the mobile ad boom. About 82 percent of smartphone users accessed their mobile browsers and 85 percent used apps in March, the study found. At the same time, only 19.1 percent of feature phone owners used their phones’ browsers and just 15.9 percent used apps.