The Mobile Brand Advertising report analyzes the still-developing marketing opportunities of the mobile medium.
eMarketer projects that the global budget devoted to mobile brand advertising will rise to $3.5 billion in 2011, up from $123 million in 2006.
Worldwide Mobile Advertising Spending, by Objective, 2006-2011 (millions)
Key questions the “Mobile Brand Advertising” report addresses:
- What is mobile brand advertising and how is it different from direct response?
- What is the current market opportunity for mobile brand advertising?
- Which brands are early adopters and why?
- How mature is mobile brand advertising?
- And many others…
As better infrastructure is constructed and more inventory gradually become available, brand marketers are beginning to experiment with the mobile medium. But convincing advertisers to invest larger budgets will require fundamental rethinking by both mobile operators and marketing service providers.