NEW YORK, NY (March 27, 2008)
–Key product launches and
announcements have given the mobile space a much-needed boost. Products like
Apple’s iPhone and Google’s Android operating system for mobile handsets have
helped spark marketing and advertising interest. This has resulted in US mobile
ad spending to be projected to reach $1.7 billion in 2008 from $878 million in
2007, according to a new eMarketer report, “Mobile Advertising: After the
though mobile advertising did not break into the mainstream during 2007,
important groundwork was laid. Mobile search providers reported sharply higher
and broader usage among consumers. That’s one of the reasons spend is expected
to be upwards of $6.5 billion in 2012.
will continue to be the most dynamic region for mobile Web advertising because
of its position as the largest interactive economy,” says John Gauntt, senior
analyst and author of the report. However, by 2012, eMarketer expects
Asia-Pacific to pull ahead in total spending, largely due to the huge middle
classes in China and India who use mobile as their primary interactive screen.
worldwide are expected to spend $19 billion on the platform in 2012. The vast
majority of this will be spent on text-messaging campaigns, with mobile display
advertising and mobile search making up the remainder.
smartphones become cheaper, flat-rate mobile data plans begin to be introduced
and carriers possibly opening up their mobile networks, publishers are looking
to develop mobile content instead of simply repurposing from the Web. This
should attract marketers and dollars to mobile advertising.
speak to John Gauntt about mobile advertising, reach out to eMarketer media
contacts listed below.
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