The global mobile advertising market is forecast to reach $9.5 billion (4.8 billion) in gross revenues by 2011, according to a report just released by EJL Wireless Research titled Global Mobile Advertising Market Analysis 2006-2011, 1st Edition.
The US mobile advertising market is expected to reach $2.3 billion, roughly 25% of the overall market by 2011. The largest segment is expected to be mobile couponing, which is forecast to reach almost $4 billion, or 42% of the overall market, by 2011.
The report analyses current mobile advertising industry technologies, including SMS/MMS, mobile search, mobile display, mobile video, sponsored content, ad supported MVNOs, mobile couponing and proximity mobile advertising.
We believe that the recent transaction involving Third Screen Media and AOL is the tip of the M&A iceberg for the mobile advertising industry, and anticipate and recommend a significant consolidation of the industry to create market efficiencies that will eventually lead to explosive growth says EJL Founder and President Earl Lum. However, we note that issues regarding 3G services, data plan pricing, ARPU, personal behaviour and negative advertising stigma remain significant market barriers for the mobile advertising industry.
The report is available for purchase now. More information here.