Mobile Advertising and Marketing 2009 – Market analysis and forecasts 2009-2014

The global economy will recover but how soon, and what mobile advertising firms will be left when the upturn happens? As with any recession, advertising is hit strongly, but mobile advertising revenues correlate well with the beginning of Internet advertising so the potential still remain enormous and viable. As the global economy embarks on an inevitable recovery after its most serious setback in generations, new sectors are emerging stronger in terms of growth potential, with mobile advertising and marketing prominent among them. Even during periods of contraction for the overall advertising industry through 2008 and 2009, spending on advertising through the mobile channel is demonstrating counter-cyclical resilience.

The increasing availability of multimedia content is opening a large opportunity for sophisticated forms of mobile advertising. As content that already incorporates advertising – like live TV programming – makes its way to mobile handsets, brands and entertainment content providers seeing the value of presenting full multimedia ads with programs. With mobile web applications also expected to carrt

From 2007 when the growing market garnered just over $7 billion on a global basis, we believe mobile marketing and advertising in these two geographical areas will grow to over $30 billion in 2014. Issues to be resolved include business models and revenue share, the type, length and frequency of ads, consumer attitudes and many others. Operators will have to walk a fine line between maximising the revenue potential of advertising, while at the same time not risk alienating subscribers and increasing churn by doing so.

Based on interviews with key participants across the value chain, including operators, media agencies, software application providers, access providers, marketing specialists and trade association representatives, this 140+ page report analyses the market drivers and barriers affecting mobile advertising and marketing. It discusses the main market trends and charts the market evolution in the US and Europe. The report examines mobile advertising opportunities presented by MMS, video, TV, LBS, contextual advertising, as well as other niche possibilities.

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