Report Puts Mobile Ad Growth in Context

Juniper Research has released its report, Mobile Advertising Delivery Channels, Business Models & Forecasts 2009-2014 (Second Edition). The report predicts that advertising budgets for mobile channels will buck the downward trend and exhibit strong growth over the next five years, reaching $5.7 billion (3.5 billion) by 2014.
The report finds that constraints on budgets, imposed in the wake of the global economic downturn, have resulted in an increasing migration of ad spend from above the line to below the line channels. It notes also that the need for engagement with the consumer, and a quantifiable ROI, has meant that mobile is increasingly being perceived as a key medium through which to pursue this strategy.
The report stresses, however, that the level of growth needs to be put into context, and that mobile advertising still remains very much a nascent medium. Even by 2014, it will only account for up to 1.5% of total global adspend. The report notes that, while a number of major brands had made relatively large investments in the mobile platform, advertisers have yet to be fully convinced that mobile has sufficient reach to warrant substantive ad spend.
This report provides analysis and market forecasts for the mobile advertising sector in the context of the global economic recession. Key forecasts include the number of users who receive advertising on their mobiles, both by region and by delivery channel (SMS, MMS, mobile Internet, on-portal, in-content downloads, idle screen, P2P and Mobile TV). Other forecasts include cost per clickthrough (CPC) and cost per thousand (CPM) rates, and the number of users who respond to mobile advertising.  The number of responses per annum and total adspend per channel are also forecast.
The report addresses the following questions:

  • How has the global recession impacted upon the mobile advertising market?
  • What will be the key mobile distribution channels for brand advertising in five years time?
  • Who are the major players in the mobile advertising ecosystem?
  • How have brands utilised mobile channels within integrated multimedia campaigns?
  • Will mobile advertising be viable as a primary revenue stream for content providers?
  • What strategies should brands, agencies and network operator employ to derive optimal success from mobile advertising?

The report costs 1,750 for a single user licence, 2,500 for a 2-5 user licence, or 3,750 for an enterprise-wide licence. Theres more information here.