Summary www.smaato.com/whitepaper The US is all about numbers, big, big numbers. It has a mobile population exceeding 300 million, and a mobile internet user base on the verge of surpassing 100 million. With this level of scale, mobile advertising budgets are high – especially in relation to Europe – with the average mobile advertising campaign in the US between $75,000-100,000. At this level, it ensures there is sufficient budget available to release the creatives on the campaign and deliver a truly compelling, rich advertising experience. Presently, the US is the second largest mobile advertising market in the world, behind Japan. In 2010, the US mobile advertising market will be worth $797.6 million, rising to $5.04 billion in 2015. Aligned with this increase in mobile advertising spend, will be an increase in US mobile users engaging with advertisements on their mobile. Consumer research for mobileSQUARED by Lightspeed Research reveals that 53% of US mobile users claimed not to have seen an advert on their mobile. User engagement with mobile advertising will inevitably increase. Primarily because 49 million mobile users already claim to have actively engaged with an advert on their mobile, and if just one-third of that 53% start to engage with mobile advertising, that would contribute an additional 50 million mobile users. Download for free at www.smaato.com/whitepaper