Here’s a chunk of good news for those who are pinning their future economic hopes to the steadfast health and growth of the global advertising market.
Freshly published research from Informa Telecoms & Media estimates that the global mobile advertising market will generate revenues of $12.8 billion next year. If so, that would represent a significant expansion over the $8 billion generated in 2012.
Although the anticipated growth is noteworthy, mobile advertising still has a long way to go before it represents a significant share of the entire advertising market. And there is ample speculation as to why that is.
“There is growing recognition of the importance of the mobile medium but when it comes to advertising, most brands and advertisers have not yet managed to effectively engage users and consistently achieve the desired returns with mobile advertising campaigns,” says Shailendra Pandey, senior analyst at Informa Telecoms & Media.
Nonetheless, all parties involved in the industry (advocates and critics alike) believe that a lot of untapped potential remains in every nook and cranny of the mobile advertising arena.
“Mobile operators should think of the possible benefits in the wider context with mobile advertising. They might not get direct revenues from mobile advertising but it can help them to develop and offer a more compelling suite of m-commerce services, increase subscriber loyalty and help to reduce churn on their networks,” adds Pandey.