Mobile Advertising Slowly Builds Momentum

Strategy Analytics has released a report have released a report, Advertising on the Fourth Screen: Opt-In to Dominate Mobile Marketing Spend, which predicts mobile advertising will capture 2% of online advertising spending, a total of $1 billion if I read the story correctly. Rich media downloads (such as sponsored videos) are predicted to account for 17% of this, with browser-based advertising taking 44%, SMS/EMS 5%, and MMS 18%.
“Although there is growing interest in wireless from parts of the marketing community,” said senior analyst, Nitesh Patel, “take up will be tempered by weak consumer response rates, scepticism about the effectiveness of mobile advertising vis-

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