Mary Meeker gave her now customary data rich presentation on the state of the internet to the Web 2.0 Summit in San Francisco earlier this week. She remains optimistic that we are headed into a wave of innovation and value creation driven by mobile, social and local.
I’ve picked out four of her charts that show where we are in mobile advertising.
This first one shows that the number of smartphone ad impressions is growing fast quarter on quarter and that big companies are now migrating budgets to the platform.
This second chart shows why – we are (finally) transacting over our mobile phones. It is much more attractive to advertise on the platforms people are using to buy stuff.
But this third chart shows that advertising spend on mobile is way behind media consumption on mobile. It is a safe bet that publishers will find a way to make their properties work for advertisers and the spend will catch up. Remember also that mobile consumption is also growing fast.
And finally – this chart shows that smartphones are still only a small percentage of the mobile subscriber base. All the interesting action described above happens on smartphones and as the penetration increases mobile activity will increase across the board. One caveat though – this chart shows global figures, and smartphone penetration in the developed world is much higher, around the 50% mark.