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eMarketer: UK Tops World in Mobile Ad Spending per User

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US comes in third for mobile ad spending per user, says eMarketer analysis of information from more than 500 data sets on global ad spending

NEW YORK, NY (January 7, 2013)—Advertisers spent more money to reach individual mobile internet users in the UK than any other country in the world last year, according to new estimates by eMarketer. By this metric, the UK topped the larger US mobile advertising market, as well as Japan and Scandinavian countries.

Advertisers spent $36.35 per mobile internet user in the UK in 2012, higher than any other market worldwide. Norway came in a close second, at $35.71 per person. The US has the third-highest spending per mobile internet user in the world; advertisers in the country spent an average of $31.50 to reach each one. Japan, which is the world’s second-largest mobile advertising market in terms of absolute dollars, saw advertisers spend $26.23 per mobile internet user, putting it behind Denmark and in fifth place.

For total media ad spending per person, Norway took the top spot, above the US, Japan, China and the UK. Marketers spent $614.99 per person on advertising in Norway last year, eMarketer estimates. In the UK, advertisers spent an estimated $380.17 per person, lower than the $524.75 spent per person in the US, but higher than larger ad markets like Japan and China.

Advertisers similarly spent more money targeting internet users in Norway than any other country, as digital ad spending per internet user in the country reached $250.21 per person this year. The UK tops the US in digital ad spending per user, according to eMarketer. Marketers spent $187.96 on digital ads per web user in the UK this year, compared to $155.15 in the US.

eMarketer is relatively distinct in its methodology for global ad spending. The company forms its forecasts analysis of various elements related to ad spending—including macro-level economic conditions, historical trends of the advertising market, estimates from other research firms, investment banks and other forecasters, and consumer media consumption trends—at a country and regional level before building its worldwide model.

In this case, eMarketer analyzed more than 500 data sets from over four dozen companies that track ad spending, looking at more than 29 countries and six major regions worldwide, to form its forecast.

Definitions and notes:

The mobile spending figures represent mobile internet ad spending, and exclude SMS, MMS and P2P messaging. Mobile search ad spending includes advertising on search engines, search applications and carrier portals. Mobile display ad spending includes banners, rich media and video on WAP sites, mobile HTML sites and embedded in-application/in-game advertising. eMarketer benchmarks its Canada mobile ad spending projections against the IAB Canada data for which the last full year measured was 2010 and its UK mobile ad spending projections against the IAB UK/PwC data for which the last full year measured was 2011.

eMarketer benchmarks its Finland digital ad spending projections against the IAB Finland for which the last full year measured was 2011. eMarketer benchmarks its Netherlands digital ad spending projections against the IAB Netherlands for which the last full year measured was 2011. eMarketer benchmarks its Norway digital ad spending projections against IRM Norway for which the last full year measured was 2011. eMarketer benchmarks its Spain digital ad spending projections against the IAB Spain for which the last full year measured was 2011. eMarketer benchmarks its Canada digital ad spending projections against the IAB Canada data for which the last full year measured was 2010. For eMarketer’s US digital ad spending projections, data through 2011 is derived from IAB/PwC data.eMarketer benchmarks its UK digital ad spending projections against the IAB UK/PwC/Warc data for which the last full year measured was 2011.

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Posted on January 7, 2013.