“Mobile Ad Spending Set to Soar”
That’s the headline from an article from eMarketer last week. According to a study by Strategy Analytics, brands across the globe are prepared to invest more than double what they spent in 2008 on mobile advertising in 2009 – from $1.0 billion in 2008 to $2.4 billion in 2009. Is your brand ready for the ad spending shift?
The vast majority of that money is expected to be invested in mobile message advertising with much smaller sums invested in mobile search advertising and mobile display advertising.
The trend is expected to continue with U.S. mobile ad spending expected to reach $6.5 billion in 2012. That’s almost quadruple growth over the $1.7 billion spent in the U.S. in 2009.
According to an article in Brandweek, the primary reason behind the shift in ad spending can be attributed to the growth in mobile web usage in the U.S. during 2008 when mobile carriers enhanced their networks to speed up web-based video transmission. Additionally, better handsets are available to enhance the entire mobile experience, and mobile subscriber fees have dropped making the technology available to a larger audience.
Looks like the path has been set and mobile advertising is the new hot topic in marketing meetings around the world. What do you think? Does your company have plans to increase mobile ad spending in the near future? Do you think it’s essential to do so to ensure your brand remains relevant and competitive? Leave a comment and get the conversation started!
Image: Flickr
Susan Gunelius is the author of 10 marketing, social media, branding, copywriting, and technology books, and she is President & CEO of KeySplash Creative, Inc., a marketing communications company. She also owns Women on Business, an award-wining blog for business women. She is a featured columnist for Entrepreneur.com and Forbes.com, and her marketing-related articles have appeared on websites such as MSNBC.com, BusinessWeek.com, TodayShow.com, and more.
She has over 20 years of experience in the marketing field having spent the first decade of her career directing marketing programs for some of the largest companies in the world, including divisions of AT&T and HSBC. Today, her clients include large and small companies around the world and household brands like Citigroup, Cox Communications, Intuit, and more. Susan is frequently interviewed about marketing and branding by television, radio, print, and online media organizations, and she speaks about these topics at events around the world. You can connect with her on Twitter, Facebook, LinkedIn, or Google+.
The bigger question is once you have mobile browser traffic being sent to your website do you have the analytics to actually track it?
As we all know mobile nrowsers dont run javascript so off the shelf tools like google analytics just wont work.
Check out http://www.amethon.com for their mobile analytics on site software solution.
http://www.amethon.com/Content_Common/pg-Mobile-Analytics.seo
Cheers,
Dean
Dean, You make an excellent point. All the advertising in the world isn’t very helpful for long-term planning unless you can track ROI. I’ll have to check out amethon.com. Thanks for the link.