Video Ads to Pass SMS

• Posted: Tuesday, April 17, 2007
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• Author: pradhana
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• Filed under: Advertising, Marketing, Mobile Advertising

Mobile marketing and ad spending will reach $19 billion by 2011, up from $3 billion in 2007, according to ABI Research's "Mobile Marketing and Advertising" study.

Mobile video broadcast advertising alone will reach $9 billion by 2011, and it will account for more ad spending than SMS.

Mobile marketing is fairly mature in Europe and Asia, but it is still in its early stages in the US. Most advertisers are not budgeting fixed amounts for mobile. This has kept major agencies focused on other media, while leaving openings for specialized mobile marketing agencies and aggregators.

Judith Rosall of ABI said that mobile marketing is risky but attractive, since it is possible to target users precisely.

"Carriers worldwide have quite a bit of information about their end-users: name, sex, age, geographical location," said Ms. Rosall. "And depending on the handset and plan their users have purchased, the carriers probably also know something about their economic status and credit record." [eMarketer]

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