Global spending on mobile advertising will increase by nine times the current amount by 2011, a new study has claimed.
According to eMarketer’s Mobile Marketing and Advertising report, total global mobile adspend will reach $13.9 billion (£7.2 billion) within five years, up from $1.5 billion in 2006.
“This year, one of the main challenges for marketers and carriers will be how to evolve a mobile consumer culture that accepts and responds to advertising,” commented the report’s author John du Pre Guantt.
“The fact is that mobile is now a lifestyle technology.”
Researchers also found that as well as growing by 800 per cent, mobile advertising will near-quadruple its market share over the same period, taking 21 per cent of the total marketing mix in 2011, compared to 5.4 per cent at present.
Many mobile advertising campaigns currently utilise text-based promotions that offer discounts or extra services to recipients in addition to the standard deal.