The market for rich media advertising on mobile will reach $2.79 billion (€1.77 billion) by 2012, with global mobile TV advertising accounting for the lions share at $2.44 billion (€1.55 billion), according to new research from Screen Digest.
By 2012 advertising will account for over 20% of mobile TV revenues, but without its own metrics it will struggle to be considered a stand alone advertising channel.
Mobile Video-on-Demand advertising will be small in comparison, reaching €213 million ($336 million) in 2012 by supporting extracts from popular programmes and sponsoring recurring content such as news and weather forecasts.
In terms of delivering advertising revenues, Screen Digest believes that games, UGC and music will disappoint. However, these formats will provide a valuable source of innovative marketing opportunities for brands aspiring to connect and interact with their customers. For example, Screen Digest predicts that by 2012 over 60 million ad-funded mobile games will be downloaded per year worldwide.
David MacQueen, head of mobile and co-author of the report, said: “Mobile advertising, and mobile rich media advertising in particular, is a growing industry with a rapidly evolving landscape. Nokia, Microsoft and Google have been very active in developing mobile advertising operations, either internally or through external acquisitions.
“The potential is huge, and some of the world’s largest companies are vying for control of what they see as the next major advertising medium.”
Juniper Research released a forecast last week which said that the global market for mobile web 2.0 will be worth $22.4 billion in 2013, up from $5.5 billion currently (see Mobile Web 2.0 revenues To Reach $22.4bn By 2013).
Total global revenues for mobile social networking/user generated content (UGC) will rocket from $1.8 billion in 2008, to $11.2 billion in 2013, accounting for 50% of the market, while growth in mobile search and mobile IM will be more measured, said Juniper.
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