Friday 28 March 2008

2008 will not be 'year of mobile marketing'

Despite the launch of the iPhone and other products, mobile marketing and advertising is failing to break into the mainstream, according to a new report.

eMarketer's study, Mobile Advertising: After the Growing Pains, found that spending on the mobile sector still remains extremely small compared to other interactive platforms.

Senior analyst at the online marketing data provider, John du Pre Gauntt, said that "2007 was not 'the year of mobile marketing' that it was advertised to be", adding that 2008 would not be either.

However, eMarketer forecast that worldwide mobile advertising spending would reach $19 billion (£9.5 billion) by 2012.

Mr Gauntt went on to predict that the "vast majority" of the spending would be based on text-messaging campaigns, "with mobile display advertising and mobile search constituting the rest of the main market".

"A clear bone of contention involves customer information. All parties agree that better targeting will happen, given the personal nature of mobile phones, but the question of how to use customer information to improve ad targeting while respecting privacy remains elusive."

Category: Display advertising

Technorati tags: display-advertising 2008 will year mobile marketing