The Interactive Advertising Bureau México (IAB México) and PwC found that mobile marketing revenues, including ad spending and development costs, expanded 98% in Mexico between 2011 and 2012, to reach MXN794 million ($60.33 million) in 2012.
Of the two components in the IAB México/PwC measurement, mobile internet ad spending was the driving force behind gains last year, with a 104% improvement. That growth rate outpaced the also impressive 63% gain in mobile development investments.
Ad spending took the lion’s share of mobile marketing, with 86% of industry revenues generated from ad inventory sales, up from 83% in 2011. Mobile internet ad spending in Mexico totaled MXN683 million ($51.9 million) in 2012.
