Mobile advertising will generate $2.3 billion in
revenues in the US by 2011, according to EJL Wireless Research's "Global Mobile
Advertising Market Analysis 2006-2011."
Need data for
presentations? eMarketer subscribers can
download charts instantly — over 50,000
choices.
Request
Info | |
The firm expects mobile couponing to be the largest
ad segment, accounting for 42% of the overall market by
2011.
Earl Lum of EJL said, "We believe that the recent
transaction involving Third Screen Media and AOL is the
tip of the M&A iceberg for the mobile advertising
industry and anticipate and recommend a significant
consolidation of the industry to create market
efficiencies that will eventually lead to explosive
growth."
eMarketer's own projections for the US mobile ad
market made in January 2007 covered spending, not
revenues, and had the market passing $2.3 billion in
2009.
While mobile couponing may be the secret for global
mobile marketing, giveaways are the ticket in the US,
according to an April 2007 airG study.
Nearly half of respondents said that they would accept
ads on their phones in exchange for a free service or
chance to win a prize.
More than a third of said they would watch more than
10 ads a day to get a free phone.
Although a free phone or free phone service may be
alluring, individual phone applications had less appeal
to respondents in a Harris Interactive poll conducted in
October 2006. Just over half were not at all willing to
watch ads in exchange for applications. The remaining
49% had a slightly negative to neutral reaction to the
proposition.
Find out how to reach mobile consumers. Read the
eMarketer Mobile Marketing and Advertising
report.