FEATURE MOBILE ADVERTISING
Selling space
Mobile advertising is a work in progress and it seems clear that the emphasis must be
on collaboration if the sector is to yield benefits for every member of the value chain.
By Mike Hibberd
�t is refreshing, in an industry so often sent
giddy with hype, that the mobile advertising
sector appears broadly to have settled into
a groove of realism and toil.
Perhaps it is simply that the hard numbers
make for an impasse that not even the most
optimistic of outlooks can surmount. Informa
Telecoms & Media calculates that the total
mobile advertising market for 2008 will
represent just $1.72bn; some way less than
a third of the annual advertising budget of
Proctor & Gamble which, with an estimated
spend of $6bn this year, says Informa, is the
world’s most prolific advertiser.
In relation to the size of the mobile and
advertising sectors globally, the intersection
they create is small potatoes. In 2008,
that $1.72bn equates to 0.23 per cent of
42 Mobile Communications International | First for news, best for business
global mobile revenues and accounts for
0.41 per cent of global advertising spend.
By 2013, when Informa predicts the mobile
advertising market to be worth $12.09bn, it
will match up to 1.29 per cent of the overall
mobile market and 2.2 per cent of advertising
revenue across the globe.
Still, these projections show rapid
growth—admittedly easier to achieve from
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