The global market for mobile advertising is expected to
reach $32 billion by the year 2017, according to GIA.
Driven by the rising ownership of mobile phones, increasing
use of highly sophisticated mobile devices including smartphones, and
availability of high bandwidth, high speed data networks, the market will reach
new levels.
The potential for growth is particularly high in the
emerging markets of Asia and Latin America due to the large population base
with significantly high penetration of mobile devices.
Mobile advertising is becoming essential for the success
of any marketing campaign, particularly as the communication increasingly
becomes wireless. With the number of active mobile subscriptions far exceeding
the number of Internet users, mobile is emerging as one of the most lucrative
channels of marketing and advertising.
For a large section of the consumers in emerging markets
including China, mobile devices constitute the primary means of accessing
digital content. Consequently, advertisers are placing increased emphasis on
such regions, as against the mature markets wherein the penetration rate of
personal computers is significantly high.
Japan, Asia-Pacific and the United States dominate the
global mobile advertising space, as stated by the new market research report on
Mobile Advertising. Asia wields strong influence in the global market driven by
the continuous increase in mobile ad spending.
Advertiser efforts would be driven by the rising
penetration of 3G networks in several Asian countries, and the growing number
of mobile owners in highly populated countries such as China, India, and
Indonesia.
Messaging represents the largest segment in the global
mobile advertising, while Search segment is set to witness fastest growth
through 2017. SMS is the most primitive and the most cost-effective means of
mobile advertising, as almost every mobile user in the world has access to SMS
service.
This is particularly true in Asia, where SMS
communication has become integral to the communication culture of the people,
providing a faster, low cost and less intrusive means of communication.
Mobile advertising market is characterized by high degree
of fragmentation, with intense competition existing between handset makers and
various operating systems. The market is expected to consolidate and witness
alliances and partnerships, as players look to integrate location-tracking
capabilities with mobile phones and social networks.
Leading players are expected to focus on acquisition
strategy and look to integrate technologies, products and services into their
platforms for offering end-to-end mobile ad serving capability.
By Telecomlead.com Team
editor@telecomlead.com
