The fledgling US wireless advertising market will undergo significant expansion in the next few years, according to a new report from Jupiter Research.
Whereas European advertisers are predicted to spend $53 million on mobile campaigns in 2002, the North American market remains relatively underdeveloped. Indeed, it is only recently that US companies have had the facility to advertise via mobile networks.
As in Europe, SMS is seen as the best method for reaching consumers with wireless advertising. Jupiter claims that 17% of US mobile users already utilise two-way SMS, compared with just 6% who use wireless internet applications. Moreover, the number of consumers who receive updates via one-way SMS messages is double the number who browse content.
While Europe and Asia have undoubtedly benefited from a head start, Jupiter predicts that the US wireless advertising market will have made up the ground by 2006.
