eMarketer has predicted that mobile advertising across all principal formats: display, search and messaging-based, will reach $1.56 billion by 2013.
The company forecasts that mobile advertising will achieve a compound annual growth rate of 37.3% between 2008 and 2013 – considerably higher than online ad spending, but more in line with emerging online formats such as digital video.
Despite the fast growing number of mobile users and their increasingly sophisticated devices and usage patterns, mobile has taken only a small part of marketing budgets. Compared with online ad spending, mobile’s share is minute. eMarketer has estimated that mobile ad spending, including messaging-based formats, would reach $416 million in 2009 total, compared with the nearly $24 billion that would be spent overall for online advertising.
However, with the burgeoning number of smartphones and as marketers move beyond experimentation, mobile budgets will steadily increase. eMarketer predicts that spending on mobile advertising will gain momentum over the next five years, reaching the predicted $1.56 billion by 2013.