4th June 2009
Businesses around the world will spend $5.7 billion (£3.5 billion) on mobile advertising by 2014, a new report has predicted.
The forecast from Juniper Research cautions that the mobile platform will still only attract about 1.5 per cent of all spending on advertising in 2014, however.
It states that advertisers have yet to embrace mobile ads on a large scale, despite numerous big brands making significant investments in the medium in recent times.
One of the main benefits of mobile marketing is the fact that ad responses on the mobile web are higher than those on other channels, Juniper comments.
Dr Windsor Holden, author of the report, said: "Regardless of mobile's advantages - its personal nature, the facility for highly targeted advertising - advertisers will not commit more budget until they perceive that the audience for their advertisements has reached a critical mass."
UK spending on mobile ads reached £28.6 million last year, according to the Internet Advertising Bureau.
This represented a 99.2 per cent increase compared with the equivalent figure for 2007, the report revealed.
Category: Internet Trends
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