Portable Media Players to Drive Mobile Web

• Posted: Thursday, April 03, 2008
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• Author: pradhana
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• Filed under: Market Survey, Mobile Services

Sometimes a title says it all.

According to the "Mobile Internet: Adding Mobile Media Players to the Mix to Drive Up Audience Size and Revenue" report, released by JupiterResearch, portable media players (PMPs) are not only spurring the growth of wireless Web access, they offer exciting mobile marketing opportunities.

"[PMPs] with dramatically improved user interfaces and capable of fully rendering HTML web sites are driving consumer demand for Internet access on portable devices," said David Schatsky of JupiterResearch.

In 2007, 16% of mobile phone users accessed the mobile Internet, but penetration will climb to 19% at the end of this year.

"Mobility is adding a time and space dimension to media and advertising that has the potential to drive up CPM's significantly," said Jupiter analyst Julie Ask.

"We are finding ads with location tags are selling at five to tenfold premiums over basic ads."
By 2012, Jupiter analysts predict marketers will spend $2.2 billion on mobile messaging, display and search advertising.

Done in cooperation with mobile advertising service provider AdMob, the study found that while the majority of page views and ad impressions on cell phones and PMPs are on a small screen with a mini-browser, impressions and click-through rates are higher for devices with full browsers. [eMarketer]

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