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Advertisers 'to flock to mobile internet'

Category: Trends | 05th Jun 2009

Mobile internet is set to become the most popular mobile delivery channel for advertisers this year, it has been claimed.

On top of this, mobile advertising spend will reach $5.7 billion (£3.52 billion) by 2014 and mobile internet will attract the largest proportion of mobile adspend throughout the forecast period.

The research found that advertising response rates remain significantly higher than those in other media.

"Advertisers will not commit more budget until they perceive that the audience for their advertisements has reached a critical mass," said report author Dr Windsor Holden.

He admitted that mobile advertising has its advantages, including "its personal nature" and "the facility for highly targeted advertising".

However, mobile cost per clickthrough and cost per mille rates have fallen sharply over the last year, the report noted.

Last month, editorial director at UK Web Media Andrew Lim said that mobile advertising will be supported by innovation with technology and handsets.

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