More room for marketers to provide value via music, video and games
In today’s mobile device landscape, marketers are familiar with the logic: more advanced phones in the hands of more users consuming more types of mobile content mean more touchpoints for marketing messages.
Simplistic as it may sound, mobile ad dollars are growing along with the audience and its activities. eMarketer estimates that revenues from the ad-supported component of mobile music, games and videos alone will grow 52.7% this year to $433.8 million after shooting up 81.9% in 2011.
By 2015, eMarketer estimates, ad-supported mobile content revenues in the US will surpass $1 billion, with growth rates slower but still strongly in the double digits.
The overall amount of dollars going toward ad-supported mobile content is increasing in part because of the increasing audience for advanced mobile content, but also because existing mobile content formats are shifting their sources of funding more toward ads.
Across mobile music, video and gaming revenues, eMarketer estimates nearly 30% will come from ads by 2015, up from less than 20% last year. The remainder will be paid revenues, including subscription and download fees.
While the share of mobile content revenues coming from paid sources will dwindle, the dollar amount will increase significantly, from $1.16 billion in 2011 to $2.52 billion in 2015. Between 2010 and 2015, paid mobile content revenues will grow at a compound annual rate of 27.8%, vs. 47.1% for ad revenues. Overall, mobile music, gaming and video content will bring in revenues of nearly $3.59 billion in 2015, eMarketer estimates.
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Check out today’s other article, “Smaller Social Sites See Significant Boost in Usage.”