Mobile advertising to experience 'astronomical growth'


Mobile advertising is expected to triple by 2016 on a global scale, a new report by Yankee Group has revealed.

In its Mobile Advertising Forecast 2012: Marketing Steps through the Looking Glass report, the firm predicts that the countries fuelling this growth in mobile advertising will be Brazil, India and China.

Jason Armitage, principal analyst at Yankee and the report author, said: "Mobile advertising has begun to deliver returns - and those returns will flow to companies that draw on user data to design, personalise and deliver effective mobile advertising."

As a result, the amount spent on this digital channel is expected to be three and a half times higher in 2016 than today as it tops the list of priorities for marketers.

The report also revealed that digital marketers will need to target tablet owners as well as smartphone users because the former devices generate six times the ad revenues of the feature phones that were popular five years ago.

In 2016, the firm predicts, a quarter of smart mobile devices globally will be tablets, suggesting marketers will miss out if they do not create ad campaigns for them.