Mobile Is Bridge Between Online and Offline World

Location, relevance and timeliness crucial for success

NEW YORK (Sept. 23, 2009)—Mobile users are inseparable from their devices. Whether they have a smartphone or a traditional feature phone, it goes with them at all times.

Still, advertising and marketing dollars flowing to mobile have lagged behind consumer usage of the channel. eMarketer estimates that US mobile ad spending, including messaging-based formats, will reach $416 million in 2009.

However, eMarketer predicts that spending on mobile advertising will gain momentum over the next five years, reaching $1.56 billion by 2013.

Mobile is unique in its ability to bridge the gap between the online and offline worlds. It is also flexible, lending itself to direct response campaigns and brand awareness efforts that rely on multiple exposures to a marketing message.

The trend toward more sophisticated devices and faster mobile networks is resulting in more active and engaged users—and a more receptive audience for marketers.

Messaging-based advertising will continue to be an effective way to reach mobile users. However, the proliferation of smartphones will fuel the growth of additional mobile advertising opportunities, including search and display as well as emerging formats such as applications and video.

“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,” said Noah Elkin, senior analyst and author of the report “Mobile Advertising and Marketing: Change Is in the Air.” “As smartphones proliferate and marketers move beyond experimentation, budgets will steadily increase.”

Source: eMarketer