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Broadband & Mobile Featured Article
April 11, 2007
Study: Mobile Advertising to Hit $19B in 2011
By Leo Blanco TMCnet Contributing Editor
A study from ABI Research (News - Alert) titled"Mobile Marketing and Advertising" projects the global market for mobile marketing and advertising to reach $3 billion by end 2007 and expand to $19 billion in 2011.
This new study further predicted that this market will overtake the SMS market in terms of marketing spending given its strong presence in all major markets.
According to ABI Research principal analyst Judith Rosal, the mobile marketing market is currently experiencing different levels of maturity depending on its respective region. In the U.S., the market is at the initial phase where companies are currently testing different strategies and technologies. Conversely, European and Asian markets are more entrenched with the emerging technologies and growing marketing channels.
Given the lack of priority and budget allocation, major U.S. advertising companies remain inexperienced with different mobile marketing programs and somewhat skeptical adopting mobile media like Multimedia Messaging Service (MMS) and mobile search. This lack of enthusiasm has paved way to the growth of several specialized aggregators and agencies.
The study also suggests that carriers, advertisers, and marketing companies must explore different business models and employ emerging technologies so they can realize the full potential of this burgeoning market.
"Mobile advertising and marketing is a risky, albeit enticing business,” said Rosall in a press release. “Unlike the PC, a mobile device offers a uniquely personalized communications channel. Carriers worldwide have quite a bit of information about their end-users: name, sex, age, and geographical location. And depending on the handset and plan their users have purchased, the carriers probably also know something about their economic status and credit record. But they don't like to release this information to third parties because they want to protect and control their customers".
Leo Blanco is a contributing writer for TMCnet. To see more of his articles, please visit his columnist page.
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