The Mobile Advertising report analyzes the changes that must occur before this nascent channel becomes a full-blown advertising medium around the globe.
eMarketer forecasts that worldwide mobile marketing and advertising spending will reach $19 billion by 2012.
Good growth, but not great.
True market maturity will require huge investments of money, time, talent, and negotiation among brands, agencies, mobile carriers and mobile service providers.
Mobile Advertising Spending Worldwide, by Format, 2007-2012 (millions)
Key questions the “Mobile Advertising” report answers:
* What is the difference between mobile marketing and mobile advertising?
* How large will the mobile advertising market grow to be in the US?
* Around the world?
* What factors will accelerate growth?
* What factors will inhibit it?
* How will the mobile message, display and search ad markets break down?
* What do consumers think of mobile ads?
* And many others…
2007 may not have been “the year of mobile marketing,” but with the iPhone launch and other under-the-hood improvements, mobile marketers moved past the experimental stage. Still, compared to other interactive platforms, in 2008 mobile will remain small in overall spending.