Jupiter: Mobile search and display to reach 1.2 billion Euros

Because most consumers have said they prefer free downloadable content, Jupiter researchers expect to see more ad-funded business models emerging in the future, which will of course drive the ad spending for the third screen. However, marketers should not expect to see huge returns on their mobile investments right away.

The report goes on to say that consumers aren't educated enough on their hand-helds to accurately respond to many of the ad forms. So, for the next couple of years the ROI of mobile campaigns may not be high. That could scare some mobile marketers away from the medium.

"Mobile advertising is destined to be a multi-billion euro industry, but the maturation of this industry could take a decade," said David Schatsky, president of JupiterResearch (in a prepared statement). "Advertisers tend to be slow to react to consumers' changing behaviours and will need more than encouraging trials and early click-through rates to begin to invest massively in this nascent medium."

Tags: mobile marketing