Mobile search adspend to reach $2bn by 2013

Annual adspend on mobile search will reach $445 million in 2008 – representing more than 34 per cent of total mobile adspend – before rising to more than $2 billion by 2013, according to Juniper Research.

The Juniper reports – Mobile Search and Discovery and Mobile Advertising – found that as operators abandon the 'walled garden' model, consumers were increasingly searching for content both on and off-portal, thereby providing a substantial target audience for advertisers. However, the reports note that there are significant opportunities for advertising across a host of mobile applications and delivery mechanisms, with nascent channels such as MMS and idle-screen advertising attracting a combined annual adspend of more than $1 billion within five years.

According to Juniper Research's Principal Analyst, Dr Windsor Holden, “While mobile advertising was historically dominated by campaigns conducted almost exclusively via SMS, the mass adoption of 2.5G and 3G handsets – combined with the development of applications enabling targeted, instant measurement and frequency capping – mean that we now have a situation where consumers can receive personalised advertising across a variety of rich media delivery channels.”

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