Underneath the global figure of $5.3 billion (€3.8 billion) for 2011 are regional shares of: Europe 25.9%; North America 31.4%; Latin America 3.5%; Asia-Pacific 35.9%; Middle East & Africa 3.2%.
Looking in more detail at the investment in the different formats within mobile the figures reveal:
2011: Mobile ad spend in €million
| Display | Search | Messaging | Total | |
| Europe | 263 | 646 | 81 | 991 |
| North America | 410 | 582 | 211 | 1,204 |
| Latin America | 22 | 53 | 59 | 135 |
| Asia-Pacific | 352 | 994 | 30 | 1,375 |
| Middle East & Africa | 32 | 89 | 3 | 124 |
| Global | 1,080 | 2,364 | 385 | 3,829 |
Understanding Smartphone Consumers
The following video is illustrative about how smartphone users behave, giving insights on how to target our ads on mobiles.
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