According to a new report (PDF download) from Berg Insight, good times are ahead for the mobile marketing industry. The company suggests that the total value of the global mobile marketing and advertising market will grow from 2.6 billion EUR in 2010 at a compound annual growth rate (CAGR) of 37% to 17.2 billion EUR in 2016. To put this figure into perspective, this will correspond to 15.2% of the total online advertising market or 3.8% of the total global ad spend for all media.
Obviously companies from the mobile marketing ecosystem have the increasing popularity of smartphones to thank for the strong industry prospects. “Brands are now progressively embracing the mobile channel, including the entire range of apps from games and entertainment to utility applications”, said Rickard Andersson, Telecom Analyst at Berg Insight.
The mobile marketing value chain is still developing and there are a large number of players dedicated to different activities related to mobile advertising. Traditional digital players and major mobile OS providers such as Google, Microsoft, Apple and Yahoo! are in fierce competition over market shares in the mobile advertising space, though Facebook is also on the verge of establishing its presence in the market, and may very well become an important player. Finally, there’s a wide range of specialized mobile actors like the ad network Millennial Media, the ad exchange Smaato and the operator-centric advertising solution provider Amobee…