Juniper: Real ROI Will Propel Mobile Ad Spend To $5.7B Within Five Years

Good news for mobile marketing service providers: Spending on mobile advertising will see strong growth even while other channels suffer during the global recession, according to  Juniper Research.

Mobile ad spend will grow to $5.7 billion by the year 2014, Juniper forecasts in a report released this week. According to a press release, the firm surmises that according to its research, “The need for engagement with the consumer, and a quantifiable ROI, meant that mobile was increasingly being perceived as a key medium through which to pursue this strategy.”

Other findings from Juniper’s new report:

  • Mobile Internet will become the most popular mobile delivery channel for advertisers in 2009, and will attract the largest proportion of mobile adspend  throughout the forecast period.
  • Mobile Cost Per Clickthrough (CPC) and Cost Per Mille (CPM) rates have fallen sharply over the past year in large part due the negative impact of the economic downturn.
  • Mobile advertising response rates remain substantially higher than those in other media.
My takeaway: Juniper’s findings underscore the fact that high–and highly measurable–ROI and improved consumer relations have long been a selling point for mobile marketing. For one thing, a decent message-sending platform will let you see how many people received and acted on a marketing offer. Meanwhile, messages to a consumer’s phone–such as a text message–work to foster a sense of personal relationship between a customer and a business or brand.