€8.7bn market predicted within five years
Mobile advertising will grab 11.7% of total digital marketing spend within five years, aided by the growing popularity of Internet-enabled smartphones.
Growing at a formidable 43%, the market will reach € 8.7bn by 2014 from €1bn in 2008 and become an established part of the digital marketing mix alongside email campaigns, forecast a Berg Insight report. Until now, mobile advertising has been minimal, but the rise of smartphones is making the channel more relevant.
The company predicted a convergence between web and mobile advertising as mobile capabilities become more PC-like. Companies such as Google and Microsoft will fight to become dominant digital network players, along with Apple, Nokia and Yahoo!.