Spending on mobile marketing and advertising has not fallen as much as in other sectors, one expert has said.

Jupiter Research’s principal analyst Windsor Holden explained that investment in direct mobile marketing may have fallen but that the sector is not in decline and is in fact gaining in relation to other mediums.

“It does seem as though, overall, the global reduction in ad spend has impacted on the mobile environment – there’s been little or no growth in total advertising budget allocated to the mobile sector,” he commented.

“That said, ad spend on mobile hasn’t declined as it has across traditional distribution channels; the proportion of ad spend which is going to mobile is definitely increasing.”

Research presented by telecoms advisor Analysys Mason at the recent Mobile World Congress revealed that mobile advertising will account for four per cent of all ad spend in Europe by 2012, with similar forecasts suggested for emerging economies.

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