10.13.2009 03:00 PM
Mobile ’09 Ad Spending Projected at $1.8 Billion
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.