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BizReport : Research archives : September 02, 2009

Forecast: Mobile to skyrocket this year

Before year's end, many more marketers may be on the mobile bandwagon. According to a new forecast from Gartner mobile advertising will increase by more than three-quarters by year's end. That should bring mobile ad revenue to just over $913 million, however, the real push is still a few years off.

by Kristina Knight

Gartner reports in the new "Mobile Advertising Grows Quietly" report that mobile will skyrocket by 74% in 2009 across the globe, but the real growth is still two years away. Researchers suggest the real boom in mobile won't happen until 2011 when the overall advertising market shifts highly into the digital realm. The Asia-Pacific region is likely to push this growth, which should bring the mobile marketplace to more than $13 billion by 2013.

Why such high growth and why now? Because consumers continue to push into the mobile realm. Where two years ago only a handful of consumers were purchasing smartphones such as the Blackberry, now consumers consider smartphones 'must haves'. The growth of 3G and the new 4G networks are pushing this acceleration as well.

Unlimited and flat rate data plans are speeding up the adoption of smartphones, especially Apple's iPhone, as well as app development. In addition to games and toys for phones, consumers are finding content apps, calculator apps and other helpful ways to use their mobiles to complete more tasks.

To that end, Acision and OgilvyOne suggest that soon mobile marketing will become personalized marketing. Because of the metrics involved with mobiles, it should become simpler for marketers to target mobile consumers based on past behavior, mobile content and location.

Tags: advertising forecast, Gartner, mobile consumers, mobile forecast, mobile marketing, OgilvyOne, smartphones

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