MIXED MOBILE ADVERTISING MESSAGE: Mobile advertising is set to sky-rocket according to forecast frenzy. The market could be worth $2.4 billion by 2009 up from $1.1 billion in 2008 and $500 million in 2007 according to the latest figures published in The Jack Myers Media Business Report (via ClickZ).
Multimedia Intelligence reports on online and mobile ad spend, forecasting growth from $18 billion in 2007 to $41 billion by 2011. Comprising just under 4 percent of new media advertising revenue in 2007, the three new media video categories of Internet TV, IPTV and mobile TV will combine to account for almost 20 percent of media advertising dollars in 2011.
Analysys also reported on mobile advertising this week, but warned of the pitfalls facing the fledgling industry. “Mobile advertising could provide an additional revenue stream for operators - but it must be implemented carefully. Flooding mobile phones with advertising would destroy consumer confidence and, with it, the potential value of the mobile advertising market,” Martin Scott, report author, said in a statement.
The overall message seems to be up, up, up for mobile advertising. However there are plenty of discerning voices who argue that advertising is one step too far for the mobile screen. Innovation from the early market leaders will be the key to convincing users that there is room for ads on the small screen. |