Although mobile marketing industry keeps growing like crazy, it still accounts for just a fraction of the global ad spend. According to a new report from Berg Insight, the total value of the global mobile marketing and advertising market will grow from 1.7 billion EUR last year at a CAGR of 41% to 13.5 billion EUR in 2015. In other words, mobile advertising expenditure will correspond to 15.7% of the total digital advertising market or 3.4% of the total global ad spend for all media.
The mobile channel is increasingly becoming an integral part of the marketing media mix and that trend will definitely continue in the future. The research company’s Rickard Andersson noted that because of the handsets’ personal “nature,” marketing opportunities to reach consumers are tremendous. In that sense, Andersson suggests that brands should establish mobile strategies in order to spend wisely and capitalize 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. Advertising actors which are competent to master both channels are well positioned to be successful in the combined digital advertising industry…