Survey: Rich Media Ads to reach $2.7 billion Euros

Online marketers can expect the rich media ad space on mobiles to continue growing over the next four years. According to a recent survey, rich media ads are expected to account for Euro $2.7 billion of the mobile ad spend by 2012.

by Kristina Knight

Much of the spend will be accounted for in global mobile television ads (Euro $2.44 billion). By 2012, the report suggests that advertising will account for about 20% of the total mobile television revenue share. Mobile video-on-demand, comparatively, will reach about Euro $336 million.

What is perhaps most interesting about the forecast is that researchers believe games, user-generated content (blogs, social network, photo sharing) and music will have only a minimal impact on mobile revenue over the next four years. With many mobile users currently logging on to the mobile web to play games, visit social networks or share pictures and video clips, it would seem that these platforms would have a greater revenue share.

This report disagrees with that assumption, saying that, while games, music and social content will give marketers some interesting ways to interact with consumers, these aspects won't provide strong advertising revenues.

Currently about 15% of the marketers surveyed have used mobile platforms to reach consumers. Of those, about 75% use mobile to promote their brands and 67% have placed rich media ads in the mobile space.