African mobile ad impressions hit 3.3 bln

January 13, 2011 • Mobile and Telecoms

James Lamberti, VP of Global Research & Marketing at InMobi

INMOBI, a leading mobile ad network, has released its updated network research report.
It provides a snapshot of mobile advertising trends in Africa between July 2010 and October 2010.

“Africa continues to be a major market in the global mobile ad ecosystem. With nearly 19 per cent – growth in mobile ad impression inventory in just 90 days, it’s clear Africans are increasingly connecting to the Internet via their mobile phone.

“It will be interesting to keep an eye on this market as smartphone penetration increases”, said James Lamberti, VP of Global Research & Marketing at InMobi.

He said that key findings include breaking of the 3 billion impressions mark to reach 3.3 billion monthly impressions saying this represented an 18.8% growth over just 90 days.

Lamberti said Smartphones remain relatively nascent in the market with 88 per cent of all mobile ad impressions on advanced feature phones.

He said Nokia strengthens its’ already dominant market position by gaining +2.7 share points. 2 of every 3 impressions in the region occur on Nokia devices.

Lamberti, continued, “The Africa mobile ad market represents a primary digital reach medium for advertisers. With over 3.3 billion impressions monthly, advertisers should be thinking about mobile as a must-buy compliment to TV.

Mobile advertising has the reach and frequency to make a significant impact for advertisers.”

As a leading ad network in Africa, InMobi provides the mobile industry with a data-driven, distinctly African consumer perspective on the state of mobile advertising.

Brian Adero

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