Spending on advertising and marketing within mobile channels has historically lagged behind overall mobile phone usage and adoption rates. According to eMarketer, however, this trend is set to change over the next four years, with steady growth expected for this still developing industry.
eMarketer predicts a 30% increase in marketing and advertising expenditure for 2009 with total expenditure rising to $416 million. A positive overall long-term outlook held by many marketing experts in the mobile industry places total advertising outlay at $1.56 billion by 2013, an increase of about 388% from 2008.
Broken down by format, eMarketer expects Search to experience the most growth, jumping from 18% advertising spending share in 2008 to 37% in 2013. Messaging, on the other hand, is predicted to lose its currently prominent share of expenditure, dropping to only 28% in 2013.
Source: eMarketer, September 23, 2009