The first month of the new year saw Valista publish the results of a survey which found that 36% within the mobile industry believe there are significant opportunities in mobile advertising.
Valista added that almost one-fourth show optimism for growth in user-generated mobile content and mobile media (see
Significant Opportunities In Mobile Advertising).
The Mobile Marketing Association (MMA), meanwhile, found that one in ten mobile users in the Western European markets is highly interested in mobile marketing and another three in ten indicate moderate interest (see Western European Consumers Ready For Mobile Marketing Growth).
Interactive voting, receiving ads and product/service information are the most common applications of mobile marketing, said the MMA.
Juniper Research forecast that music, games and mobile TV will be the major contributors to the global entertainment market which will rise from just over $20 billion in 2006 to more than $64 billion by 2012.
It said that the mobile TV market will rise from $1.4 billion in 2007 to $11.9 billion in 2012 (see Music, Games And Mobile TV To Grow).
A report from ABI Research forecast that the total number of mobile TV subscribers will reach 462 million over the next five years.
ABI said that this will be driven in large part by the expansion of 3G networks and flat rate plans for mobile video (see Mobile TV Subscribers To Number 462m By 2012).
Mobile web company Bango predicted that by the third quarter of 2009, more people will have access to the internet on their mobile than on PC (see Ofcom Plans New Public Service Channel To Rival BBC).
Meanwhile, a 2008 forecast from eMarketer said that UK online ad spending will pass £3 billion in 2008, and show healthy growth despite financial and political uncertainties in Britain.
E-commerce is also predicted to thrive, passing £50 billion as more consumers avoid the stress of crowded transport systems and city centres to shop from home (see UK Online Adspend To Pass £3bn In 2008).
GroupM also made predictions on online adspend in January, forecasting that the UK will be the first major economy where advertisers spend more online than on TV ads.
According to GroupM, UK internet adspend will overtake TV adspend in 2009. In addition, the media planner and buyer said that Sweden will this year become the first country in which advertisers spend more online than on TV (see UK Online Adspend To Overtake TV In 2009).
It added that online is forecast to make up 24% of UK media spend by the end of this year, with TV accounting for 26%.
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