According to new data from Research and Markets (www.researchandmarkets.com), the total value of the global mobile marketing and advertising market will grow from 3.8 billion in 2011 at a compound annual growth rate (CAGR) of 31% to 19.7 billion in 2017.
This will then correspond to 15.5% of the total online advertising market or 4.4 percent of the total global ad spend for all media, notes the research group. As the digital convergence blurs the differences between devices, the definition used for mobile advertising is that it comprises the digital ads exposed on a mobile handset screen.
Consumers are currently devoting a quarter of their media consumption time on mobile devices, yet the channel only attracts slightly more than 1% of the ad dollars, says Rickard Andersson, telecom analyst, Research and Markets.
While the transition of advertising expenditure from traditional...| Read more »