What’s Holding Up Mobile Advertising?

• Posted: Friday, April 04, 2008
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• Author: pradhana
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• Filed under: Ad Spending, Advertising, Internet Advertising, Mobile Advertising, Online Advertising

Are mobile marketers moving ahead or merely spinning their wheels?

”2007 was not ‘the year of mobile marketing’ that it was advertised to be,” says John du Pre Gauntt, eMarketer Senior Analyst and author of the new report, Mobile Advertising: After the Growing Pains. “And 2008 won’t be either.”

Even though mobile marketing and advertising didn’t break into the mainstream during 2007, with events such as the iPhone launch and other under-the-hood improvements, mobile marketers did take strides to move past the experimental stage of development.

In fact, eMarketer forecasts that worldwide mobile advertising spending will reach $19 billion by 2012.

”The vast majority of the spending will be based on text-messaging campaigns,” says Mr. Gauntt, “with mobile display advertising and mobile search constituting the rest of the main market.”

However, compared to other interactive platforms, mobile still remains extremely small in overall spending.

”A basic problem facing mobile marketing and advertising is that, while the business proposition cuts across many industries—telecom, technology, media, marketing, retail—it affects the economics of each industry differently,” says Mr. Gauntt.

Read more - eMarketer

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