The global mobile advertising market will grow by more than 50 per cent over the next year, according to a forecast from Informa Telecoms & Media. Mobile ads will generate an estimated $8bn (£4.9bn) of revenues in 2012, and is forecast to reach $12.8bn in 2013.
Informa expects display ads on mobile sites and mobile search to account for the largest share of revenues in 2013, but in-app advertising will see stronger growth. Messaging and voice will continue to play an important role, including SMS short codes and click-to-call functionality.
“There is growing recognition of the importance of the mobile medium but when it comes to advertising, most brands and advertisers have not yet managed to effectively engage users and consistently achieve the desired returns with mobile advertising campaigns,” said at Informa Telecoms & Media.
Advertisers are still spending much less on mobile compared to what is spent on other media. The report said that analytics on mobile usage are not yet compelling enough for brands to spend a large portion of their budget on mobile.