Mobile Ad Revenue Moving Up Quickly

Gail Chiasson, North American Editor

We’ve seen several surveys recently on mobile ad revenue, and while the figures may vary, they all agree on one thing: It’s heading up, up up!

One of them is a recent study by ABI Research, New York, which forecasts that mobile marketing and advertising revenue will be nearly $1.5 billion by 2016.

A Consumer Technology Barometer survey conducted by ABI Research this year showed that approximately one-third of Smart phone owners polled had clicked on at least one mobile advertisement.

Overall spending on mobile ad media accelerated with the arrival of the back to school period and again at the end-of-year holiday seasons, and is expected to approach $1 billion by the end of 2010.

Mobile marketing and advertising fall into five categories: text messages; Mobile display (banner) ads; mobile search; in-application (in-app) advertising; and in-video advertising.

ABI Research’s Mobile Marketing Database provides market data and projections for spending on commercial mobile messaging, mobile display, search, and in-application advertising, and ad-supported mobile video. It also examines user adoption, and includes five-year forecasts. It is part of the firm’s Mobile Marketing Strategies Research Service which also includes other Market Data products, Research Reports, ABI Insights, and analyst inquiry support.

Another study comes from research firm Berg Insight, Gothenburg, which estimates mobile ad revenues could climb by 41% annually over this period, going from €1.7 billion in 2009 to €13.5 billion in 2015.

By the latter date, this emerging medium should take 15.7% of global digital returns, or 3.4% of total ad spend, according to the company.

Berg Insight believes a ‘convergence’ between traditional web and mobile advertising is likely to characterize the new media space.

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