Thursday, November 18, 2010

Mobile Advertising Now Getting its Own Budgets

Mobile applications budgets in 2010 moved away from cannibalizing online budgets, accordinhg to Millennial Media. (click on image for larger view)

Budgets designated specifically for app development grew year-over-year, now comprising nearly 25 percent of the overall budget for online projects. At the same time, mobile apps have become a more-important part of the ad impressions and revenue on the Millennial Media ad network as well.

"This year we’ve continued to see applications grow in importance and now represent approximately half of the overall monthly impressions and revenue on our network," says Michael Avon, Millennial Media EVP & Chief Financial Officer.

The number of mobile applications developed by advertisers and marketers in 2010 increased significantly. For example, just four respondents reported they were developing 20 to 50 apps a year, when Millennial Media took its 2009 survey. In the 2010 survey 83 brands reported developing tht many apps.But most respondents reported creating one to five mobile apps over a year's time.

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