Mobile Advertising on the Go

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 Growing Pains.”

Even 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.

“The US 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.

Advertisers 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.

As 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.

To speak to John Gauntt about mobile advertising, reach out to eMarketer media contacts listed below.

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