Advertisers will spend $1.4 billion worldwide on mobile media this year, rising to $14.4 billion by 2011, according to a new report from Strategy Analytics.
The
Global Mobile Advertising Update: Outlook Bright as Inventory Expands report says that mobile media advertising will account for a fifth of global spending on internet advertising by 2011.
Phil Taylor, director, Global Wireless Practice, said: “The outlook for mobile advertising spend has significantly advanced in the past 12 months. The supply of advertising inventory is rapidly increasing as mobile publishers look to develop advertising as a revenue stream.
“Major mobile network operators like SprintNextel, Verizon Wireless and Vodafone have all accelerated plans to sell advertising within their mobile media channels and advertisers appear to be responding positively.”
David Kerr, vice president of the Global Wireless Practice, added: “Google and Yahoo continue to drive mobile advertising initiatives to market. The recent acquisitions of Third Screen Media by AOL and ScreenTonic by Microsoft, illustrate the importance that global internet solutions players now attach to advertising on the third screen.”
A recent survey from Q Research showed that only 32% of the British 11-20 year olds questioned would be happy to receive advertising messages to their mobile phones (see Some British Teens Happy To Receive Mobile Ads).
Meanwhile, the US-based Mobile Marketing Association said that mobile advertising is set to take off in 2007 (see Mobile Advertising To Take Off In 2007).
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