29 FEBRUARY 2012

BARCELONA

Emerging Opportunities:
Mobile Advertising in
High-Growth Markets
Noah Elkin
Principal Analyst
@noahelkin
#MWC12AD4
The opportunity: over 75% of the world’s
mobile users reside in emerging markets
Growing demand for smartphones is a
global phenomenon
When it
comes to
internet
access,
mobile is
more likely
to be the
first
screen
The challenge: emerging market mobile
ad spend still lags the developed world
US: $2,611M

Japan: $1,700M

W. Europe:
China: $1,050M
$718M

India:
Russia: Brazil: $90M
$37M $41M

All figures are for 2012; Source: eMarketer, 2011/2012

Discussion  Fragmentation
themes — Device: Smartphone vs. feature phone
— Platform: Android vs. iOS vs. ???
— Geography: Urban vs. rural

 Mobile-first internet audience

— Implications for marketers

 Untapped opportunities
— Regions / countries / audiences / technologies
Thank you

Noah Elkin
Principal Analyst
Twitter: @noahelkin
Email: nelkin@emarketer.com