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BizReport : Mobile Marketing : December 21, 2010

Substantial growth ahead for mobile marketing

While the global market for mobile advertising and marketing will see significant growth over the next few years, it will still only account for small percentage of overall global ad spend, according to new figures released by Berg Insight.

by Helen Leggatt

Mobile has become ingrained in the day to day life of many consumers. News, gaming, socializing and even shopping can all be done from their phones.

This holiday season has seen huge increases in the number of people researching their gift shopping on their devices, some even making purchases from their phones.

It's not surprising, then, that a new report estimates the market for mobile advertising will grow from 2009's $2.2billion to $17.6billion by 2015 - a compound growth rate of 41%.

"Handsets are extremely personal devices which people tend to always have within reach and most often switched on. This enables marketing opportunities which other channels lack," said Rickard Andersson, telecom analyst at Berg Insight.

While elements of mobile marketing can be beneficially integrated into traditional media campaigns, Andersson warns that businesses must put in place mobile strategies if they are to maximize the channel's potential.

Despite consumer and business uptake, mobile ad spend will still only account for 3.4% of global advertising spend across all media, found the report.

Tags: mobile advertising, mobile marketing

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