A new study by ABI Research predicts that the global mobile marketing and advertising market will be worth about $3 billion by the end of 2007/Q1 2008. By 2011, the value of this market will reach $19 billion, including mobile search and video advertising.
Next, ABI Research expects some of the highest levels of spending to come in the broadcast mobile video space — by 2011, it will surpass SMS as a source of mobile marketing spending.
For this market to reach its full potential, all interested parties must utilize multiple technologies and business models to bring their messages to mobile consumers. “Mobile advertising and marketing is a risky, albeit enticing business,” says principal analyst Judith Rosall. “Unlike the PC, a mobile device offers a uniquely personalized communications channel. Carriers have quite a bit of information about their end-users: name, sex, age, and geographical location. And depending on the handset and plan their users have purchased, the carriers probably also know something about their economic status and credit record. But they don’t like to release this information to third parties because they want to protect and control their customers.”