Wednesday, September 23, 2009

Mobile Ad Spending to Gain Momentum

Despite the rising number of mobile users and their increasingly sophisticated habits and mobile devices, advertising and marketing dollars flowing to mobile lag behind consumer usage of the channel. But long-term growth trends are positive. Spending on mobile advertising is set to increase rapidly over the next five years.

eMarketer estimates that mobile ad spending, including messaging-based formats, will reach $416 million in 2009, increasing to $1.56 billion by 2013.

“As an emerging advertising channel, mobile will continue to see lofty growth rates through 2013,” said Noah Elkin, eMarketer senior analyst and author of the new report, “Mobile Advertising and Marketing: Change Is in the Air.” “Mobile will grow considerably more quickly than online ad spending as a whole, more in line with emerging online formats such as digital video.”

Like many research firms have done in the past year, eMarketer has revised downward its projections for mobile advertising in the US to account for the realities of the global economic downturn. But based on extensive interviews with marketers and agency executives, the overall long-term outlook for mobile remains optimistic.

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