2013: Mobile Marketing to Hit $24B in Revenue

• Posted: Tuesday, January 15, 2008
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• Author: pradhana
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• Filed under: Advertising, Internet Advertising, Market Survey

According to a recent report from ABI Research, mobile marketing is on track to hit $24 billion in revenue worldwide by 2013. That figure is nearly twelve times the sector's current revenue pull: $1.8 billion in 2007.

A recent survey by ABI found that while 54 percent of mobile users were totally opposed to marketing messages, 70 percent of those respondents, however, said an incentive like a ringtone would make them more receptive.

"The clear difference in this market over the past twelve months has been the embrace of mobile marketing as an integral part of cross-media brand campaigns," says ABI Research director Michael Wolf. "Mobile is no longer off-limits in the minds of advertisers, but is instead seen as a very personal way to reach consumers who can be incentivized through information services and compelling content, as well as through more directly relevant and targeted messaging."

Hundreds of mobile marketing platform providers have sprung up, and larger players such as Google, Yahoo, and Nokia have made significant investments in this fast-changing market. Emerging players in the ad network and software space such as Admob, Enpocket/Nokia and Millennial Media are becoming important new players in a market that is similar to the Internet advertising gold rush of the late 1990s.

ABI adds that the market is still in its earliest developmental stages, resembling the Internet advertising gold rush of the late 1990s. "In these early stages, many of the technology platform players are also doubling as the interactive agencies for large brands," said Michael Wolf in a prepared statement. "However, we see large ad agencies and their interactive divisions or partners increasingly working with key platform providers as roles become more defined." [FierceWireless]

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