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Mobile Ad Revenues Hit $8.9Bn Globally

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Mobile advertising revenue skyrocketed by 82.8 percent in 2012 to reach US$8.9 billion globally, according to a report released recently by the Interactive Advertising Bureau Mobile Marketing Center of Excellence, IAB Europe and IHS.

North America, according to the report, saw an even bigger leap, with a 111 percent surge over 2011 figures to $3.5 billion, or 39.8 percent of the global tally.

“Mobile is coming into its own as a powerhouse advertising medium,” said Anna Bager, vice president and general manager for the IAB’s Mobile Marketing Center of Excellence.

“Today’s advertising is happening in a world where ad campaigns can be planned and bought across global networks on multiple media, but the massive and continuing acceleration of mobile’s international impact provides new and exciting frontiers for content and communication,” she added.

The report show that Search Ads Lead. Search comprises the largest share of mobile advertising revenues, with 52.8 percent in 2012 globally, according to the report.

Display advertising follows closely behind with 38.7 percent, and messaging takes 8.5 percent.

According to Commerce Times report, North America follows the global trend in that respect, with search comprising 55.9 percent of the channel, display taking 32.9 percent and messaging accounting for just 11.2 percent of mobile advertising revenues.

In emerging markets, however, messaging is more widely used, accounting for 66.7 percent of mobile advertising revenues in Latin America, for example.

More Experienced Ad Buyers
“Mobile adoption continues to be very strong in the U.S.,” Joe Laszlo, senior director of IAB’s Mobile Marketing Center for Excellence, told the E-Commerce Times. “The sheer size of the audience makes mobile increasingly important to advertisers.”

Meanwhile, “greater ad buyer experience with and confidence in mobile advertising is another key driver of growth,” Laszlo added. “Advertisers and agencies are gaining more experience with what works on phones and tablets; better tools (incorporating standards like HDML5 and MRAID) to create exciting mobile ad campaigns; and also better ability to track the effectiveness of ad campaigns.”

Just last month the IAB introduced new ad formats designed to extend mobile advertising beyond small, basic banners.

“We are beginning to track adoption of them on smartphones and tablets, and the IAB expects that as these formats become more widely deployed, their greater impact will encourage ad buyers to increase their mobile budgets,” Laszlo said.

‘Looking for Stuff’
In the meantime, it makes sense that search occupies the lead in the mobile domain, technology and strategy consultant Chetan Sharma told the E-Commerce Times.

“Given that it is mobile, consumers are looking for ‘stuff’ and hence search advertising continues to do well,” Sharma explained.

“Display is more interactive than messaging and hence it outpaces messaging which, while it is ubiquitous and the most pervasive of the three platforms, has lower utility for marketers,” Sharma added. “Ideally, they would combine the three mediums, but messaging is more of a utility play and hence low CPMs.”

In the search domain, Google maintains the lead.

“It’s really all about Google,” Greg Sterling, principal analyst at Sterling Market Intelligence, told the E-Commerce Times. “Google is really in a position to be much more dominant than it is online.”

In fact, “well over 90 percent of mobile search revenue is going to be mobile Web-based, and it’s going to be Google. Google is so far ahead of Bing and Yahoo,” he aded.

‘Advertisers Follow’
Looking ahead, there doesn’t seem to be any end in sight to the growth of mobile advertising.

“Mobile’s come a long way in the U.S. over the last five years,” Josh Crandall, principal analyst at Netpop Research, told the E-Commerce Times.

“Smartphone adoption stands at 54 percent, which equates to more than 100 million people,” Crandall pointed out. “Consumers often turn to their phones first when going online, and where people flock, advertisers follow.”


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NCC Orders Telcos Inform Subscribers of Data Breach within 48 Hours

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Nigerian Communications Commission (NCC) has directed telecom operators in the country to notify affected customers of any data breach within 48 hours ( that is two day) of detecting such unauthorised infringement.

NCC Orders Telcos Inform Subscribers of Data Breach within 48 Hours

This directive was  contained in the revised Internet Code of Practice 2026 by the NCC, on Friday.

The document seeks to define the rights and obligations of telecom operators in handing the rights of internet users to an open internet.

In the move to protect customer information, Mobile Network Operators (MNOs) and Internet Service Providers (ISPs) are to take necessary measures to protect customers’ data from unauthorised use, disclosure, access or breach.

Telecom operators must now notify affected customers within 48 hours of detecting a compromise through text message, email or any other effective means. As contained in Chapter 3.4 of the regulation titled “Data Breach Notifications,”

The telecoms companies are also directed to notify the NCC of such a breach not later than 48 hours after determining such a breach.

Where full details of the breach are not immediately available, the provider shall issue a preliminary notification within the same period and furnish a comprehensive update within Fourteen (14) days thereafter, or within such extended period as the Commission may approve,” part of the section reads.

The guidelines, according to NCC, are in tandem with the provisions contained in the Nigerian Data Protection Act 2023 and Part VI of Schedule 1 of the Consumer Code of Practice Regulations 2024.

The regulation also joins other agencies’ policies, ensuring protection. Agencies such as the Nigeria Data Protection Commission (NDPC) and the Federal Competition and Consumer Protection Commission (FCCPC) protect consumers against misuse of personal data, identity theft, financial loss, and reputation damage.

The review comes at a time when privacy becomes core amid frequent breaches and illegal harvest of data such as biometric, national IDs, financial information, traffic and usage, and others.

Regulations are necessary for the proper handling, consent, and regulatory compliance regarding sensitive data, ensuring it is only processed for legitimate purposes.

Under Chapter 3.5, the Internet Code of Practice 2026 addressed the handling of harvesting of transactional data by notifying and getting approval from the NCC of any usage by a third party. It noted that the NCC approval will be defined by a review and assessment of such access and “its potential effects on national considerations, consumer information and personal data.”


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Globacom Promotes Valentine Gifting with Huge Discounts on Smartphones

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Globacom has announced a Valentine Smartphone promotion, which provides incredible savings on a variety of high-end smartphones from top manufacturers including Tecno, Samsung, and Infinix.

Starting on February 9, the promotion provides substantial price reductions on a number of Samsung models, including the Galaxy Z Fold 7, Galaxy A07, Galaxy A56 5G, Galaxy A36 5G, and Galaxy A26 5G. Customers who buy any of the phones will also receive a complimentary travel pouch and charger, as well as up to 18GB of extra data for six months, only available on the Glo network.

Along with other Infinix models, Tecno devices are also offered at attractive discounts, giving customers a large range of smartphones to fit a variety of tastes and price ranges.

The goal of the Glo Valentine promotion is to provide customers with the best possible deals on carefully chosen smartphones that are renowned for their cutting-edge technology, stylish designs, and dependable performance. The offer, which includes alternatives to suit a range of budgets and lifestyles, reaffirms Globacom’s dedication to customer happiness, digital adoption, greater data usage, and client centricity.

The company revealed that the promotion aligned with customers’ expectations during celebratory seasons, when demand is highest for quality smartphones at affordable prices. The company added that its partnership with trusted global and regional brands such as Samsung, Infinix, and Tecno ensures that customers enjoy premium features without compromising on value.

“The Valentine season is about connection, and what better way to stay connected than with a smartphone that fits your needs and aspirations,” the company stated. “This promo gives our customers the chance to get their dream smartphones at some of the best prices of the year, along with generous data bonuses to keep them connected,” the company disclosed.

Customers are encouraged to visit Gloworld outlets nationwide to take advantage of the Valentine Smartphone Promo while stocks last.

 


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GBB Expands Broadband to 13 Underserved Communities In 2025

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Galaxy Backbone Limited (GBB) has recorded a significant milestone in Nigeria’s digital transformation journey by advancing broadband connectivity to 13 underserved institutions and communities nationwide in 2025, reinforcing its position as the nation’s digital backbone and a trusted partner in national development.

Guided by its mandate to enable a digitally inclusive Nigeria, GBB deliberately extended connectivity to locations within reach of its infrastructure footprint, particularly institutions with strong potential for productive use but limited readiness for immediate commercial engagement. Through this effort, the organisation continues to unlock opportunity, stimulate innovation, and support sustainable growth across critical sectors of the economy.

The expansion reached three Federal Universities, two Local Government Areas, and eight Federal Secretariats, strengthening digital capabilities in education and public administration while enhancing service delivery across the country.

GBB also extended reliable broadband connectivity to strategic and cultural landmarks such as the Nnamdi Azikiwe International Airport, Abuja, underscoring its commitment to supporting national infrastructure that drives economic activity, mobility, and global connectivity.

These deployments highlight Galaxy Backbone’s resolve to bridge the digital divide and empower institutions that shape Nigeria’s future. They demonstrate the measurable national impact of GBB’s infrastructure investments and reflect the tangible progress of the Integrated Digital Transformation Strategy (IDTS), further solidifying the organisation’s role as the platform upon which government institutions and communities can confidently build their digital future.

More importantly, the milestone illustrates that GBB’s work extends beyond technology by enabling education, improving governance, supporting economic participation, and connecting citizens to opportunity.

The initiative aligns with the Federal Government’s broadband penetration objectives and complements national programmes such as Project 774 – Universities’ Hostel Connectivity, ensuring coordinated, scalable, and sustainable impact across the country. Commenting on the achievement, Galaxy Backbone noted that every new connection brings Nigeria closer to a more inclusive digital economy while reinforcing the infrastructure required for innovation and national competitiveness.

As implementation continues, GBB remains committed to expanding access, pushing boundaries, and delivering on the promise of a fully digital nation, with further updates expected as additional phases of the deployment progress.

Galaxy Backbone Limited is the Federal Government’s digital infrastructure and shared services provider, dedicated to delivering secure, reliable, and scalable ICT solutions that support efficient governance, innovation, and sustainable national development.

 


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