News
Mobile ad revenue to hit 1.3bn euros
Stuart O'Brien Jan 15 2008, 11:19am
Revenues from mobile advertising will reach 1.3 million euros in Europe by 2012.
New research from Jupiter says limited consumer willingness to pay for mobile content coupled with convergence of the free internet will foster the emergence of ad-funded business models.
The company also predicts that more affordable multimedia handsets, enhanced networks and transparent data plans means 40 per cent of mobile users will regularly access the mobile internet in five years.
However, the report says the relatively small audience of mobile content users, coupled with the lack of critical mass of educated advertisers able to measure return on investment, will restrain the sector's potential in the midterm.
Only once stakeholders have implemented interoperable and independent standards, will mobile increasingly be part of the marketing mix.
Thomas Husson, senior analyst at Jupiter Research, said: "The mobile advertising market will grow significantly over the next few years and move from its current trial stage to a more mature business where stakeholders will leverage consumers' uptake of mobile data service."
