Summary: In 2015 Europe’s Big Five markets (France, Germany, Italy, Spain and the UK) will generate combined mobile advertising revenues exceeding $1 billion, joining Asia and the US as a member of the “billionaire” club. Mobile advertising spend will show steady growth between 2010 and 2012, but thereafter, the 2012 Olympics in London could well be serve as a catalyst, propelling total revenues for Europe’s Big Five towards the billion dollar marker. In the build-up to the Olympics over the next 18 months, mobile will become a mainstream medium for advertisers to reach consumers. By 2012, there will be over 101 million mobile internet users in the Big Five, and by 2015, that figure is expected to rise to almost 160 million. Consequently, page impressions will increase as more mobile internet users spend more time browsing. From a mobile advertising perspective, it presents an even greater opportunity for publishers to monetize the increasing levels of traffic to their sites. Presently, mobile traffic is dominated by social networking, such as Facebook or Twitter, but over the next five years, while social networking traffic will continue to increase, its percentage of total mobile traffic will fall, as user behavior evolves beyond social networking. Not surprisingly, mobile banner advertising will contribute approximately 30% of total mobile advertising revenues, driven by the phenomenal rise in mobile internet users between 2010 and 2015. Download the whitepaper here: www.smaato.com/whitepaper