Im April 2007 hatte ABI Research vorausgesagt, dass der Markt für Mobile Marketing und Advertising, einschliesslich Mobile Search und Video Advertising, von 3 Milliarden US$ Ende 2007 auf 19 Milliarden US$ in 2011 wachsen wird. Heute sind nun aktualisierte Zahlen veröffentlicht worden.
Demnach hat der Umsatz in 2007 nicht drei Milliarden sondern nur 1,8 Milliarden US$ betragen. Die Prognose für das Jahr 2013 beläuft sich auf 24 Milliarden US$.
Mobile marketing, which was born in countries such as Japan and South Korea, has taken off in Western Europe and is beginning to grow in North America. As consumers move to flat-rate data plans and adopt mobile messaging, and as new platforms for advertising-supported mobile search, video and gaming content services arrive, mobile marketing is expected to grow to over $24 billion worldwide in 2013, jumping from just $1.8 billion in 2007.
„The clear difference in this market over the past twelve months has been the embrace of mobile marketing as an integral part of cross-media brand campaigns,“ says ABI Research director Michael Wolf. „Mobile is no longer off-limits in the minds of advertisers, but is instead seen as a very personal way to reach consumers who can be incentivized through information services and compelling content, as well as through more directly relevant and targeted messaging.“
The market, however, is still very much a „wild west“ environment and will take time to develop. Hundreds of mobile marketing platform providers have sprung up, and larger players such as Google, Yahoo, and Nokia have made significant investments in this fast-changing market. Emerging players in the ad network and software space such as Admob, Enpocket/Nokia and Millennial Media are becoming important new players in a market that is similar to the Internet advertising gold rush of the late 1990s.