New research shows that while the mobile marketing and advertising market continues to surge like never before, it still accounts for a very small percentage of overall global ad spend.
Berg Research published a report and forecast recently that estimates the total value of the global mobile marketing and advertising market will grow from € 1.7 billion ($2.2 billion US) in 2009 at a compound annual growth rate (CAGR) of 41 percent to € 13.5 billion ($17.6 billion US) in 2015.
This corresponds to 15.7 percent of the total digital advertising market or just 3.4 percent of the total global ad spend for all media. While the mobile channel is becoming an integral part of the marketing media mix, numbers like these always seem to put everything in perspective.
“Handsets are extremely personal devices which people tend to always have within reach and most often switched on. This enables marketing opportunities which other channels lack”, said Rickard Andersson, Telecom Analyst, Berg Insight. “Brands do however have to establish mobile strategies in order to spend wisely and capitalise on the potential the channel brings,” adding that mobile components can be beneficially integrated in campaigns also spanning traditional media.