Research and Markets: Mobile Advertising and Marketing: Spending on Mobile Advertising to Gain Momentum Reaching $1.56 Billion by 2013

October 16, 2009; 01:57 PM

DUBLIN--(BUSINESS WIRE)--Research and Markets (http://www.researchandmarkets.com/research/79b733/mobile_advertising) has announced the addition of eMarketer's new report "Mobile Advertising and Marketing: Change is in the Air" to their offering.

Mobile has long represented little more than a rounding error in most advertising and marketing budgets, despite the burgeoning number of mobile users and their increasingly sophisticated devices and usage patterns.

As with online advertising, dollars flowing to mobile will continue to lag behind consumer usage of the channel. And compared with online ad spending, mobile looks minuscule: the report estimates that mobile ad spending, including messaging-based formats, will reach $416 million in 2009, compared with the nearly $24 billion that will be spent overall for online advertising.

While many marketers have been reluctant to embrace a channel that lacks proven use cases, an increasing number have begun to realize the "additive effect" of mobile on their other advertising and marketing efforts. As smartphones proliferate and marketers move beyond experimentation, budgets will steadily increase. the report predicts that spending on mobile advertising will gain momentum over the next five years, reaching $1.56 billion by 2013.

Key Findings:

Canada's Internet population continues to grow - by 2013, it will hit 25.9 million, or nearly 75% of the entire nation.
Many of these people are among the world's most committed Internet users, spending 45 hours or more online each month.
While nearly 65% of consumers in the country own a mobile phone, they do not prize them as highly as Americans do. And the majority do not feel compelled to pay for a data package to surf the Web while away from home.
But traditional media isn't dead -- television still dominates, especially in the highly desirable over-35 audience.

Key questions: