The total value of the global mobile marketing and advertising market will grow from €1.7bn (£1.4bn) in 2009 to €13.5bn in 2015, at a compound annual growth rate (CAGR) of 41 per cent. This will correspond to 15.7 per cent of the total digital advertising market, or 3.4 per cent of the total global ad spend for all media. That’s the conclusion of a new report from the analyst, Berg Insight.

The report notes that the mobile channel is becoming an integral part of the marketing media mix, a progress which is eased by the increasing habitual mobile media consumption exercised by consumers. “Handsets are extremely personal devices which people tend to always have within reach and most often switched on. This enables marketing opportunities which other channels lack”, says Berg Insight telecom analyst, Rickard Andersson. “Mobile marketing is adopted by an increasing amount of companies of all sizes, and the budgets now devoted to the mobile channel are substantial. Brands do, however, have to establish mobile strategies in order to spend wisely and capitalise on the potential the channel brings.”

Berg Insight anticipates that the convergence between traditional web and mobile advertising will continue as the technological capabilities of PCs and handsets merge. Brands that can master both channels, the firm says, are well positioned to be successful in the combined digital advertising industry, spanning all types of devices.