14 DAY TRIAL // The global mobile marketing and advertising market is expected to see impressive growth during the following years, a recent report from Berg Insight shows. According to the firm, the market is expected to grow from EUR1 billion in 2008 up to EUR8.7 billion in 2014, registering a compound annual growth rate (CAGR) of 43 percent.
Berg Insight also shows that the value of the global mobile marketing and advertising market is expected to account for 11.7 percent of the total digital advertising market by that year. It seems that the mobile media is expected to become a natural part of the marketing media mix, at least this is what the report suggests.
“Advertisers are increasingly aware of the opportunities and seek new ways to exploit them. Just the simple fact that people are able to make a phone call or send a text message anywhere at any time has changed the conditions for marketing in general,” Marcus Persson, telecom analyst, Berg Insight, commented. What the mobile advertising will be in the near future is the digital media that will be delivered to a mobile handset display, based on the fact that the digital convergence already eliminates the differences between devices,
According to Marcus Persson, there is a wide range of marketing campaigns that are aimed at receiving a response in the form of a voice call or an SMS / MMS, yet there are also those who aim at pointing users towards a mobile website. It was only recently that the on-screen advertising on mobile displays kicked off, yet the increasing popularity of powerful smartphones makes it relevant.
Berg Insight also forecasts that the convergence between traditional web and mobile advertising will be increased in the near future, due to the fact that the mobile devices and PCs will begin to include the same capabilities. “The most likely result of such a development is the formation of a few dominant digital advertising networks spanning all types of devices. Corporations such as Google and Microsoft openly aspire for this position in competition with among others Apple, Nokia and Yahoo!,” the firm also notes.