SAN JOSE, CA — GIA announces the release of a comprehensive global report on the Mobile Advertising markets. The global market for mobile advertising is projected to reach US$32 billion by the year 2017, driven by the rising ownership of mobile phones, increasing use of highly sophisticated mobile devices including smartphones, and availability of high bandwidth, high speed data networks.
The potential for growth is particularly high in the emerging markets of Asia and Latin America due to the large population base with significantly high penetration of mobile devices.
Mobile advertising is becoming essential for the success of any marketing campaign, particularly as the communication increasingly becomes wireless. With the number of active mobile subscriptions far exceeding the number of Internet users, mobile is emerging as one of the most lucrative channels of marketing and advertising.
Customers have the ability to the use mobile phones from any location and at any time, a factor that positions mobile advertising as one of the channels to wield immense influence over various consumer decisions in real-time environment. The market’s edge is also attributed to the richness of available data. In view of the enormous benefits of mobile advertising, budgets for the ad format are set to witness rapid growth.
Japan, Asia-Pacific and the United States dominate the global mobile advertising space, as stated by the new market research report on Mobile Advertising. Asia wields strong influence in the global market driven by the continuous increase in mobile ad spending. Advertiser efforts would be driven by the rising penetration of 3G networks in several Asian countries, and the growing number of mobile owners in highly populated countries such as China, India, and Indonesia. For a large section of the consumers in emerging markets including China, mobile devices constitute the primary means of accessing digital content. Consequently, advertisers are placing increased emphasis on such regions, as against the mature markets wherein the penetration rate of personal computers is significantly high.
Messaging represents the largest segment in the global mobile advertising, while Search segment is set to witness fastest growth through 2017. SMS is the most primitive and the most cost-effective means of mobile advertising, as almost every mobile user in the world has access to SMS service. This is particularly true in Asia, where SMS communication has become integral to the communication culture of the people, providing a faster, low cost and less intrusive means of communication. Familiarity with SMS also grants advertisers an opportunity to bridge digital and traditional campaigns such as offering SMS codes in order to obtain more information. Japan represents the single largest market for messaging.
Source:
http://sanfranciscobayareatoday.org/mobile-advertising-to-hit-32-billion-globally-by-2017-per-analysts/15848/ by Jerry Melton on 7th October 2011.
