Study: Mobile advertising with good forecasts
Mobile advertising is expected to grow significantly over the next five years. Revenues are projected to double next year.
Advertising on cell phones is set to grow strongly over the next five years. Sales are expected to double next year. The result of a recent study by Informa Telecoms and Media forecasts a sales volume of 11.3 billion dollars for 2011. However, the decisive factor for success will be whether advertising can be made palatable to cell phone users. Offering free content such as mobile TV or games is promising in this respect.
Mobile advertising is not new, but has been around since 2001, according to the report on the study. Major advertisers such as Coca Cola and Peugeot, for example, have been experimenting with advertising via SMS and WAP since 2002 and 2004 respectively. However, it is only in the last 18 months that there have been developments that have stimulated broader interest. In addition, more and more users have multimedia-enabled cell phones with broadband access. Customer acceptance of advertising on cell phones is high. With many advertising models, only those customers who have expressly agreed to this receive advertising on their cell phones.
Large Internet companies such as Google and Yahoo are also starting to transfer their products to mobile devices. Google launched mobile AdWords advertising in Japan in April. The mobile AdWords are between 12 and 18 characters long and enable a call to be made. According to a report by Pressetext, mobile ads will soon be launched in Germany, the UK and the USA.
