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Microsoft exec sees mobile ad growth

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CIOL Bureau
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CANNES, FRANCE: Mobile phone advertising will account for 5-10 percent of global media ad spending within five years, driven by retailers and demand from emerging countries, a Microsoft executive said.

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"Five years from now mobile will be 5-10 percent of media spend but it won't happen all at once, it will happen gradually," Scott Howe, corporate vice president of the Advertiser and Publisher Solutions Group at Microsoft, told Reuters on Wednesday.

Microsoft, the world's largest software group, recently launched its Bing search engine in a bid to counter the dominance of Google in the lucrative Web search and related advertising market.

Howe did not give details on market share targets for Bing.

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"As long as we continue to make progress we will get where we want to be," he said on the sidelines of the Cannes Lions 2009 advertising festival.

Bing has been winning market share from rivals, according to industry data released earlier this month, but still trails market leader Google by a long way.

The new search engine grabbed 12.1 percent of U.S. Internet searches for the June 8-12 week, up from 11.3 percent in June 1-5 but behind Google's 65 percent of U.S. searches in May.

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