Mobile advertising will surpass US$1 billion globally for the first time in 2008, reaching US$1.3 billion by the end of the year and increasing to almost $7.6 billion by 2013 according to a new report from Juniper Research.The report stated that SMS advertising currently accounts for the largest proportion of mobile advertising but as the popularity of mobile TV grows ad spend in that area will increase from US$335 million in 2008 to more than US$2.5 billion in 2013.The Asia Pacific market will remain the largest region for mobile ad spend, with revenues increasing from US$414 million in 2008 to more than US$2.1 billion by 2012. “While ad spend in the mobile environment is still extremely limited when compared to the budgets allocated to media such as magazines, television, cinema and the Internet, “said Dr. Windsor Holden principal analyst with Juniper Research.”The opportunities it offers -personalized advertising with very high response rates, delivered to a device which is always in close proximity to the individual – will make it an increasingly attractive proposition for leading brands.”
