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TV to lead mobile ad space - Screen Digest
Tim Green Apr 30 2008, 11:02am
Comments (2)
Rich media mobile advertising will reach $2.79bn by 2012, says Screen Digest.
The UK market analyst believes mobile TV advertising will account for the lion’s share of the revs, pulling in $2.44bn. Its 'Mobile media advertising opportunities: The market for advertising on TV, video and games’ report looks at ads in the form of TV, video, games, user-generated content (UGC) and music.
Screen Digest says that, by 2012, advertising will account for over 20 per cent of mobile TV revenues, but without its own metrics it will struggle to be considered a stand alone advertising channel. Free-to-air broadcast markets such as Japan and South Korea will offer the biggest advertising opportunities.
Mobile Video-on-Demand advertising will be small in comparison, reaching $336m in 2012 by supporting extracts from popular programmes and sponsoring recurring content such as news and weather forecasts.
Games, UGC and music will disappoint as ad options, but will provide valuable marketing opportunities for brands. Screen Digest predicts that by 2012 over 60 million ad-funded mobile games will be downloaded per year worldwide.
The report includes findings from an exclusive survey of GroupM’s advertising agencies in 25 countries. The execs were positive about the mobile advertising, in particular targeting by location, interactivity and high response rates. However, only 15 per cent had used the channel.
Comments
“your numbers don't compute”
Posted by: ko - Apr 30, 10:21pm
If mobile tv advertising accounts for the lion's share of ad dollars in paragraph one, how can it only account for 20% of said revenue in the following graphs. confused, but it might be just me...
“Re: your numbers don't compute”
Posted: May 1, 9:38am
It's just you - it says the 20% figure is the portion of mobile TV revs attributable to advertising, not mobile TV ads as a % of total mobile ad spend.