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.