This year, mobile search advertising will reach $445. As expected, it will keep growing and according to Juniper’s forecast it will reach $2 billion by 2013.
The reports, Mobile Search and Discovery and Mobile Advertising, found that as operators abandon the “walled garden” model, consumers were increasingly searching for content both on and off-portal, thereby providing a substantial target audience for advertisers.
Other findings from the reports include:
- Total mobile adspend will rise from $1.3 billion in 2008 to more than $7.6 billion in 2013
- Mobile search revenues (including data charges) will reach $4.8 billion by 2013
- Both mobile search adpsend and total mobile adspend will be highest in the Far East/China region, followed by Western Europe and North America
A single advertising campaign may well utilise a number of different channels within the mobile environment — including idle-screen, mobile TV campaigns, display advertising and SMS. However, the most successful campaigns will not rely on mobile channels only — rather, they will integrate mobile within a campaign across multiple media to increase brand awareness.
More information about Juniper’s studies “Mobile Search & Discovery: Opportunities and Markets 2008-2013” and “Mobile Advertising: Delivery Channels, Strategies and Forecasts 2008-2013” are available from their website.