Mobile Advertising Projected To Approach $1.5B By 2016 - InformationWeek
Government // Mobile & Wireless
08:19 PM
Building Security for the IoT
Nov 09, 2017
In this webcast, experts discuss the most effective approaches to securing Internet-enabled system ...Read More>>

Mobile Advertising Projected To Approach $1.5B By 2016

Display ad revenue grew 2.5% during one six-month period of 2010, an indicator of the potential market for mobile marketing and advertising, according to ABI Research.

The market for mobile marketing and advertising, still a nascent business, will approach $1.5 billion in 2016, according to ABI Research.

In a report Monday, the market research company said mobile display ad revenue is growing in parallel with the audience for mobile marketing and advertising. The medium experienced growth of 2.5% in one six-month period this year.

The two 800-pound gorillas in the market -- Apple and Google -- are each approaching the market with acquisitions made this year. Apple paid $275 million for Quattro Wireless while Google shelled out $750 million for AdMob.

Government regulators were examining the Google acquisition and approved it after Apple made its acquisition, signaling that the market will be competitive. Apple utilized the Quattro Wireless staff and assets to help built its surviving iAd network. The dynamic mobile advertising market has produced different projections on the size of the market as well as on the size of the mobile shopping market.

"Although the market for mobile advertising and marketing is starting from a very small base, it is showing steady, solid growth," said Neil Strother, ABI practice director, in a statement.

"There was a shift starting at the end of last year from the pioneering phase to what we might call the 'early growth' Phase," he continued. "By now, probably 20% of all major companies have done something with mobile marketing and some of them are doing so repeatedly. Today's mobile campaigns can cost $100,000 or more and annual budgets may run to several million dollars."

In its report, ABI Research segments mobile marketing and advertising into five categories: text messages, mobile display (banner) ads, mobile search, in-application advertising, in-video advertising.

While Apple through its iPhone users and Google through its Android users are dominant in the smartphone category, Symbian handsets lead in mobile phone ad clicks hands-down, according to a report issued earlier this year by Smaato, a service that measures ad clicks.


Android Surpasses iPhone In Ad Clicks

Apple's Next Big Thing - Mobile Advertising

Apple iAd Aims Upscale

Comment  | 
Print  | 
More Insights
Newest First  |  Oldest First  |  Threaded View
How Enterprises Are Attacking the IT Security Enterprise
How Enterprises Are Attacking the IT Security Enterprise
To learn more about what organizations are doing to tackle attacks and threats we surveyed a group of 300 IT and infosec professionals to find out what their biggest IT security challenges are and what they're doing to defend against today's threats. Download the report to see what they're saying.
Register for InformationWeek Newsletters
White Papers
Current Issue
Digital Transformation Myths & Truths
Transformation is on every IT organization's to-do list, but effectively transforming IT means a major shift in technology as well as business models and culture. In this IT Trend Report, we examine some of the misconceptions of digital transformation and look at steps you can take to succeed technically and culturally.
Twitter Feed
Sponsored Live Streaming Video
Everything You've Been Told About Mobility Is Wrong
Attend this video symposium with Sean Wisdom, Global Director of Mobility Solutions, and learn about how you can harness powerful new products to mobilize your business potential.
Flash Poll