Media Trend Journal: Much and yet too little
Anyone who wants to know something about online use on a cell phone has a multitude of sources of information. At the moment, however, they are only sufficient at a strategic level. By Ueli Custer.
"Mobile has taken off" was the headline in the last Advertising Week. In it, Christoph J. Walther describes how advertising on cell phones is slowly taking off. Although the growth figures are impressive (as always in the start-up phase of a successful offering), the absolute figures are still modest. Or in the words of Stefano Buzzi, Head of Advertising Market at Tamedia's Newsnetz: "We expect growth of 50 percent this year compared to 2010. Overall, however, the share of mobile advertising in total advertising sales is still in the single-digit percentage range."
