Mobile advertising

Mobile Search Adspend to Reach $2bn by 2013, Representing More Than 34% of Total Mobile Advertising Spend, According to Juniper Research

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Annual adspend on mobile search will reach $445m in 2008 - representing more than 34% of total mobile adspend - before rising to more than $2bn by 2013. In two new reports, Juniper Research has highlighted the key role of mobile search applications and services within the mobile advertising environment.

Hampshire, UK (PRWEB) May 21, 2008 -- Annual adspend on mobile search will reach $445m in 2008 - representing more than 34% of total mobile adspend - before rising to more than $2bn by 2013. In two new reports, Juniper Research has highlighted the key role of mobile search applications and services within the mobile advertising environment.

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While mobile advertising was historically dominated by campaigns conducted almost exclusively via SMS, the mass adoption of 2.5G and 3G handsets - combined with the development of applications enabling targeted, instant measurement and frequency capping - mean that we now have a situation where consumers can receive personalised advertising across a variety of rich media delivery channels.
The reports - Mobile Search and Discovery and Mobile Advertising - found that as operators abandon the "walled garden" model, consumers were increasingly searching for content both on and off-portal, thereby providing a substantial target audience for advertisers.

However, the reports note that there are significant opportunities for advertising across a host of mobile applications and delivery mechanisms, with nascent channels such as MMS and idle-screen advertising attracting a combined annual adspend of more than $1bn within five years.

According to Juniper Research's Principal Analyst, Dr Windsor Holden, "While mobile advertising was historically dominated by campaigns conducted almost exclusively via SMS, the mass adoption of 2.5G and 3G handsets - combined with the development of applications enabling targeted, instant measurement and frequency capping - mean that we now have a situation where consumers can receive personalised advertising across a variety of rich media delivery channels."

Other findings from the reports include:

* Total mobile adspend will rise from $1.3bn in 2008 to more than $7.6bn in 2013
* Mobile search revenues (including data charges) will reach $4.8bn by 2013
* Both mobile search adspend and total mobile adspend will be highest in the Far East/China region, followed by Western Europe and North America