Wireless Week has put online its cover story from a week or so ago, covering mobile advertising. It starts with a graphic detailing the predicted proportions in mobile ad spending by 2011 (from Strategy Analytics). The prediction is that 48 percent of mobile ad spending will web-based, 28 percent will be via search, 10 percent will be broadcast TV and the rest will squeeze in there. Strategy Analytics precits that advertisers will spend $1.4 billion on mobile media this year, rising to $14.4 billion by 2011, and eMarketer quotes much the same figures.
Kanishka Agarwal, vice president of mobile media for Telephia, said that the biggest issue fasing mobile advertising is that it is not a single advertising medium but combines print, TV, radio, the internet, gaming and music. Advertisers are used to dealing with each of these separately. He also said that mobile companies are selling tools and technology, when advertisers are looking for audiences. Other companies cited thing that mobile will be more about marketing than advertising (setting up a WAP site for a band vs sending promotional SMS)…
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