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Oct 14 2008

Mobile advertising: Signs of life from Europe

Published by at 8:32 am under Companies,Top Stories

According to mobile media researcher M:Metrics G3 mobile phone penetration was running head-to-head (28.3% and 28.4% respectively) in the EU and the US. Although penetration is forecast to rise further and a bright future is envisaged for mobile content in Germany and elsewhere in Europe, consumer uptake has been slow.

Now strong signs of “mobile life” have emerged from Europe – and this time Naspers seems to be well placed to take advantage of this global “trend of tomorrow”.

I’m referring to the latest myGamma Global Mobile Advertising Index report released by the Singapore-based mobile services company BuzzCity (which is co-financed by Naspers to the tune of $10 million). BuzzCity also sells/serves mobile advertising for clients.

The index showed mobile advertising to be on a steep growth trajectory in the 3rd quarter of 2008 in many countries (especially less developed countries where mobile phone penetration is typically much higher than computer penetration) – and in the UK.   

“UK brands have also shown an increased interest in buying mobile advertising space, with BuzzCity having served 48 million paid ad banners to UK users during Q3 2008.  This is a 96% increase on ad banners served in Q2 2008 and puts the UK into 16th position in the index, from 18th place in Q2 2008,” the company said.

Altogether very promising developments for BuzzCity and Naspers.

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