ABI Research’s (News - Alert) study Mobile Marketing Database indicates that in 2016, revenue from mobile display ads will reach approximately $1.5 billion.
According to Neil Strother, practice director for ABI Research, “Although the market for mobile advertising and marketing is starting from a very small base, it is showing steady, solid growth.”
Before 2010 mobile marketing and advertising was seen as quite “experimental,” Strother added. “There was a shift starting at the end of last year from the pioneering phase to what we might call the ‘early growth phase.’”
The study found probably 20 percent of all major companies have done something with mobile marketing, and some of them are doing so repeatedly. “Today’s mobile campaigns can cost $100,000 or more and annual budgets may run to several million dollars,” Strother explained.
ABI Research also conducted a Consumer Technology Barometer survey earlier this year, which revealed that about one-third of the smartphone owners clicked on at least one mobile advertisement.
The new study also finds that overall spending on mobile ad media has increased with the arrival of the autumn “back to school” and end-of-year holiday seasons, and is expected to approach $1 billion by year’s end.
ABI Research categorizes mobile marketing and advertising in to five categories. They are: text messages, mobile display (banner) ads, mobile search, in-application advertising, and in-video advertising.
Though each category has its uses within a campaign, Strother observes, “Today mobile is often seen as a distinct channel, but eventually there will be nothing special about it: it will be understood as an integrated part of a campaign’s overall strategy.”
ABI Research’s study provides market data and projections for spending on commercial mobile messaging, mobile display, search, and in-application advertising, and ad-supported mobile video. It also examines user adoption, and includes five-year forecasts.
Another recent report from ABI Research found that WiFi (News - Alert) penetration in the U.S. commercial establishments employing more than five people is estimated to grow to 45 percent by the end of 2010.
Source:http://fixed-mobile-convergence.tmcnet.com/topics/mobile-communications/articles/126597-mobile-marketing-ad-revenue-reach-15-billion-2016.htm
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