KOMPAS.com – The trend of adopting mobile marketing by brands and marketers continues to increase throughout 2011. This is based on the latest quarterly report from BuzzCity.
BuzzCity is a mobile media company that offers brand owners and agencies the access to global ad networks on the mobile Internet. The network comprises publishers from around the world.
In the third quarter of 2011, the BuzzCity network grew by 11% with the top 20 countries delivering 78% (26.2 billion ads) of all banners served. Moreover, demand for locally relevant content has led to increased publisher/website owners earnings.
The BuzzCity report shows that in the third quarter of 2011, more than 33.6 billion ad banners were delivered across the entire network of over 8,100 publisher sites, to reach an average of over 300 million unique users per month.
Following the upward trajectory of the first half of 2011, five main markets now deliver over one billion ads per quarter, i.e. India, Indonesia, United States, Vietnam, and a new entrant recently joining the ‘Billion Club’, Brazil.
Southeast Asian Markets delivered more 21% of global advertising last quarter. While Indonesia still occupies the top position in the markets, Vietnam, Thailand, Malaysia, the Philippines and Singapore continue to progress with triple digit growth compared to last year.
Among handset manufacturers, Nokia maintains the top position (52%) as the most popular handset brand for internet access, followed by BlackBerry in the second place (11%) and Samsung (10%).
Other notable growth hotspots include:
Saudi Arabia, which achieved success in six consecutive quarters of ad growth and is a close contender for the ‘Billion Club’ over the coming months. Mobile campaigns have been driven by demand for entertainment content.
The UK, the only major market where BlackBerry dominates as the leading handset, with 71.7% of growth. Campaigns in the UK are driven by the heavy promotion of content apps.
Poland, which gained a 69% increase in mobile advertising this quarter, to reach a total of 370 million ads, compared to its achievement of just 98 million in the whole of 2010.
Turkey, which currently delivers over 350 million banners per quarter. To date, the mobile advertising traffic for the year has been more than doubled the total of2010.
“We’re very pleased that in addition to traffic growth, mobile is also securing a bigger chunk of total ad spend,” said Dr. KF Lai, CEO of BuzzCity.
In Thailand, Indonesia, the United States, and the United Kingdom, the higher bid rates provide the opportunity for the site owners to improve the quality content and locally relevant web services – to build user loyalty and ensure their revenue sustainability.
“Advertisers continue to target Indonesian audiences and this has made Indonesia a continued hotspot for mobile advertising. CPC prices have been stable throughout the year making planning and budgeting campaigns easier for Indonesian advertisers. This has led to more campaigns and higher consistent earnings for publishers with Indonesian traffic,” Dr. KF Lai added.