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Report: Mobile advertising revenues in Canada

The Interactive Advertising Bureau of Canada has released a report stating that mobile advertising revenues in Canada increase by 169% from 2008 to 2009, reaching a total of approximately $32 million. Of this total, the top 10 earners attracted 90% of the revenue, up from 81% in 2008. The largest category of ads was mobile messaging, which accounted for $15 million in net revenue, followed by mobile search, which garnered $7 million, and mobile display and sponsorship ads at $5 million. By product category, telecommunications, entertainment and packaged goods accounted for 50% of mobile advertising revenues. Automotive, financial, travel, media and retail advertising generated 43% of the revenues. Seven percent went to the technology, pharma and other categories. "Mobile marketing was well on its way to reaching critical mass as of 2009," said Steve Rosenblum, director of research at IAB Canada. "Given that the study was conducted late in 2010, budgeted estimates should also paint a very accurate picture of growth for the whole year, and as a result, show even more momentum building in 2010." For 2010, the bureau estimates that Canadian mobile advertising revenues will increase by 60% to $51 million.

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