Abstract
Mobile has long represented little more than a rounding error in most
advertising and marketing budgets, despite the burgeoning number of mobile
users and their increasingly sophisticated devices and usage patterns.
As with online advertising, dollars flowing to mobile will continue to lag
behind consumer usage of the channel. And compared with online ad spending,
mobile looks minuscule: eMarketer estimates that mobile ad spending, including
messaging-based formats, will reach $416 million in 2009, compared with the
nearly $24 billion that will be spent overall for online advertising.
While many marketers have been reluctant to embrace a channel that lacks
proven use cases, an increasing number have begun to realize the
“additive effect” of mobile on their other advertising and
marketing efforts. As smartphones proliferate and marketers move beyond
experimentation, budgets will steadily increase. eMarketer predicts that
spending on mobile advertising will gain momentum over the next five years,
reaching $1.56 billion by 2013.
Key questions
- What is the outlook and growth trajectory for mobile advertising and
marketing?
- What formats are available to marketers, and which show the most promise?
- How is the mobile marketing landscape changing?
- Where can marketers turn for help?
- This eMarketer report will answer these questions and help you put mobile
marketing to work.
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