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10.13.2009 12:00AM
Mobile ’09 Ad Spending Projected at $1.8 Billion
NEW YORK: Mobile advertising revenues are pacing to come in at $1.8 billion this year, an increase of nearly 19 percent over last year despite the severe recession. The figures are from the latest mobile advertising industry forecast from Veronis Suhler Stevenson. The research firm took into account texting--SMS/MMS--video, search and display, in-game, coupon, in-application and proximity advertising. Text continues to be the largest category, on track to generate $1.25 billion this year, up 11 percent, and comprising nearly 70 percent of all mobile ad revenues. Video has been and will be No. 2, generating $241 million, up 27 percent from 2008.

Looking ahead, VSS anticipates that mobile ad revenue growth will increase over the next four years, up 25 percent in 2010; 35 percent in 2011; 44 percent in 2012 and 56 percent in 2013, when the total is expected to reach $6.8 billion.

Text is projected to hold the top revenue position over the four-year period, but comprise less of the total by 2013. SMS/MMS is on track to generate nearly $2.8 billion in 2013, a 41 percent share of the total. The video forecast is $1.2 billion, nearly 18 percent of the whole.

More on mobile
:
October 7, 2009:Wireless Carriers Build Mobile TV as Broadcasters Prepare for Launch
As for receivers, there are only a few prototypes in the market. One broadcast engineer in a major market recently said his station had been transmitting ATSC M/H for several weeks, but he was unable to test reception for lack of a prototype.

March 20, 2009: Mobile DTV Poised for Rising Revenue Wave
Mobile advertising revenues will hit $3.1 billion in 2013, up from $160 million last year, according to research from The Kelsey Group, a division of BIA. Over the same five-year period, Kelsey predicts revenues generated by local search advertising will grow from $20 million to $1.3 billion.


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