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Mobile Advertising and Marketing:
Change Is in the Air
Mobile has long represented little more than a rounding error in most advertising and marketing budgets, despite the burgeoning number of mobile users and their increasingly sophisticated devices and usage patterns.
As with online advertising, dollars flowing to mobile will continue to lag behind consumer usage of the channel. And compared with online ad spending, mobile looks minuscule: eMarketer estimates that mobile ad spending, including messaging-based formats, will reach $416 million in 2009, compared with the nearly $24 billion that will be spent overall for online advertising.
While many marketers have been reluctant to embrace a channel that lacks proven use cases, an increasing number have begun to realize the “additive effect” of mobile on their other advertising and marketing efforts. As smartphones proliferate and marketers move beyond experimentation, budgets will steadily increase. eMarketer predicts that spending on mobile advertising will gain momentum over the next five years, reaching $1.56 billion by 2013.
Key questions
- What is the outlook and growth trajectory for mobile advertising and marketing?
- What formats are available to marketers, and which show the most promise?
- How is the mobile marketing landscape changing?
- Where can marketers turn for help?
This eMarketer report will answer these questions and help you put mobile marketing to work.
Mobile has long represented little more than a rounding error in most advertising and marketing budgets, despite the burgeoning number of mobile users and their increasingly sophisticated devices and usage patterns.
Executive Summary
 US Mobile Advertising Spending, 2008-2013 (millions)
Key Questions
The eMarketer View
Key eMarketer Numbers - Mobile Advertising and Marketing
Ad Spending Outlook
Spending Trends
Comparative Estimates: US Mobile Advertising Spending, 2008-2013 (millions)
Comparative Estimates: US Mobile Advertising Spending Growth, 2009-2013 (% change)
US Mobile Advertising Revenues, by Format, 2008 & 2013 (millions and % of total)
US Mobile Advertising Spending Share, by Format, 2008-2013 (% of total)
US Mobile Advertising Spending, by Format, 2008-2013 (millions)
US Mobile Ad Spending Growth, by Format, 2009-2013 (% change)
Marketer Outlook
Change* in Marketing Spending by US Marketers, by Tactic, May 2009 (% of respondents)
Change* in Marketing Spending by Their Clients According to US Marketing Agencies, by Tactic, May 2009 (% of respondents)
Change* in Advertising Spending According to US Advertisers, by Media, February 2009 (% of respondents)
Incorporating Mobile into Budgets and Plans
Budgeting
Mobile Marketing Plan in 2010 According to US Brand Marketers and Ad Agencies (% of respondents)
Where are mobile budgets coming from?
Planning
Understanding the Audience
Share of Mobile Web Activity, by Browser/Platform, August 2009 (% of total)
Attitudes Toward Mobile Marketing and Advertising
US Mobile Phone Users Who Have Participated* in a Mobile Marketing Campaign, by Age, 2008 (% of respondents in each group)
Demographic Profile of US Mobile Subscribers Who Received Text Message Ads, May 2009 (% reach in each group)
Demographic Profile of US Mobile Phone Users Who Recall Viewing Mobile Advertising, Q1 2009 (% of respondents in each group)
US Mobile Phone Users Who Have Participated* in a Mobile Marketing Campaign, by Activity, 2008 (% of respondents)
US Mobile Subscribers Who Would Be Willing to View Mobile Ads*, 2008 (% of respondents)
Number of Mobile Ads per Day that US Mobile Subscribers Would Be Willing to View*, 2008 (% of respondents)
Marketing Choices: Unraveling the Complexity
Display
Leading US Industries, Ranked by Share of Mobile Advertising Instances, May 2008 & April 2009
US Mobile Advertising Monetization Rates, by Industry, April 2009
Mobile Search
Share of Mobile Searches in the US, by Search Engine, January-August 2009 (% of total)
Messaging
US Mobile Content Penetration, by Type, Q1 2008-Q1 2009 (% of total mobile subscribers)
Measuring Success
What metrics and ROI should marketers establish for mobile?
What are some best practices for approaching mobile?
Conclusions
Endnotes
106463
Comparative Estimates: US Mobile Advertising Spending, 2008-2013 (millions)
106464 | 106465 | 106466 | 106475
US Mobile Advertising Spending, 2008-2013 (millions)
US Mobile Advertising Spending, by Format, 2008-2013 (millions)
US Mobile Advertising Spending Share, by Format, 2008-2013 (% of total)
US Mobile Ad Spending Growth, by Format, 2009-2013 (% change)
106476
Key eMarketer Numbers - Mobile Advertising and Marketing
106615
Comparative Estimates: US Mobile Advertising Spending Growth, 2009-2013 (% change)
Related Information and Links
Related Links
Contact
Report Contributors
Mobile has long represented little more than a rounding error in most advertising and marketing budgets, despite the burgeoning number of mobile users and their increasingly sophisticated devices and usage patterns.
AdMob
Advertiser Perceptions
Brightkite, Inc. (formerly Limbo)
comScore Inc.
eMarketer
Equation Research
Forrester Research
GfK NOP
iGR Inc.
MAGNAGLOBAL
Mobile Marketing Association (MMA)
Myers Publishing LLC
Nielsen Mobile
Parks Associates
PricewaterhouseCoopers (PwC)
Reardon Smith Whittaker
StatCounter
Synovate
The Kelsey Group
Transverse
Yankee Group
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Price: $695.00
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Price: $695.00
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