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U.S. Mobile Advertising 2008-2012 Forecast and AnalysisPublished by: IDC Published: Sep. 19, 2008 - 23 Pages Table of ContentsTable of Contents IDC Opinion In This Study Methodology Situation Overview A Still Nascent Market Facing Challenges Lack of Scale Need for Targeting Information Role of Mobile Operators Content Providers and Brands Are Moving Forward Anyway Key Dynamics to Watch Future Outlook Forecast and Assumptions Assumptions Table: Key Forecast Assumptions for the U.S. Mobile Advertising Market, 2008-2012 Short Codes and Direct Response Table: U.S. Mobile Short Codes and Direct Response Advertising Spending, 2007-2012 ($M) Messaging Table: U.S. SMS and MMS Advertising Spending, 2007-2012 ($M) Couponing Table: U.S. Mobile Couponing Advertising Spending, 2007-2012 ($M) Display Table: U.S. Mobile Display Advertising Spending ($M), 2007-2012 Search Table: U.S. Mobile Search Advertising Spending, 2007-2012 ($M) Video Table: U.S. Mobile Video Advertising Spending, 2007-2012 ($M) Content Sponsorships Table: U.S. Content Sponsorships Advertising Spending, 2007-2012 ($M) Total U.S. Mobile Advertising Spending Table: U.S. Mobile Advertising Spending by Submarket, 2007-2012 ($M) Figure: U.S. Mobile Advertising Spending by Submarket, 2007-2012 Market Context Table: U.S. Mobile Advertising Spending 2007-2012: Comparison of 2007 and 2008 Forecasts ($M) Figure: U.S. Mobile Advertising 2007-2012 Spending ($M): Comparison of 2007 and 2008 Forecasts Essential Guidance Learn More Related Research Synopsis AbstractThis IDC study explores the U.S. mobile advertising space, which remains one of the most dynamic mobile sectors, with significant continued investment and growth. IDC forecasts that the U.S. mobile advertising market will grow from an estimated $266 million in 2008 to an estimated $2.3 billion in 2012, led by display and search. While mobile ecosystem fragmentation and deep operator ambivalence remain market inhibitors, mutually interdependent content providers and their advertising partners will continue to explore new ways to work together to provide engaging mobile experiences with their customers. "Robustly profitable mobile content markets without robust mobile advertising are simply unthinkable," notes Scott Ellison, vice president of Wireless and Mobile. "The ability to reach 3+ billion mobile users individually is about as compelling an opportunity that could ever exist for brands and content companies. The key challenge will be for content providers and advertisers to slice through mobile ecosystem fragmentation and work together to establish engaging relationships with their audiences." Get Full Details About This Report >> |
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