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Apr. 11, 2007

Overall, the global market for mobile advertising and marketing is expected to be worth about $3 billion by the end of this year, according to a new report by ABI Research.

The research company expects the market to reach $19 billion in about four years, with some of the highest levels of spending to come in the broadcast mobile video space.

ABI expects that broadcast mobile video will surpass SMS as the prime source of mobile marketing spending, with spending to reach $9 billion for mobile video advertising alone by 2011.

In order for the market to reach its full potential, wireless carriers and marketing firms must use many technologies as well as business models to bring their mobile messages to consumers.

ABI analyst Judith Rosall said "as a whole, mobile advertising and marketing is a risky, albeit enticing business."

Rosall added "unlike a PC, a mobile device offers a uniquely personalized communications channel. Carriers worldwide have a lot of information about their end users: name, sex, age, geographical location, etc.

Depending on the handset and the specific plan their users have purchased, wireless carriers also know something about their economic status and overall credit record."

In Europe and Asia, mobile marketing is fairly well developed. However, U.S. mobile advertisers are still testing the market rather agressively.

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Source: Wireless Week