Mobile Advertising: Small Today, Huge Tomorrow
By the end of 2006, advertising delivered via mobile phones will have a turnover of $1.9 billion worldwide. That sounds like a lot of money, but compared to the $60 to $70 billion spent annually on broadcast television advertising in the United States alone, it is insignificant. However the clear benefits of well-executed mobile advertising are so compelling that over the next five years this market is set to enjoy double-digit growth rates, according to a new study from ABI Research.
“There are very good reasons to use the mobile phone to reach consumers,” says senior analyst Ken Hyers. “Unlike a TV or a PC, a mobile device is truly unique to the end-user. That allows a more customized relationship with the recipient of the advertisement. Advertisers can obtain a lot of information about end-users, through the websites they visit and the purchases they make, helping them construct tightly targeted campaigns.”
There is another reason advertisers love the mobile format: the typical click-through rate for a regular Internet banner ad is about 0.2%, while the rate for mobile banner ads is in the range of 2-3%. “I think that performance will go down over time as the novelty wears off,” says Hyers, “but for now, it represents sensational performance.”
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