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December 13, 2010

Mobile marketing and advertising revenue to reach $1.5bn in 2016: ABI Research

One third of the smartphone owners polled had clicked on at least one mobile advertisement

By CBR Staff Writer

The US mobile marketing and advertising revenue increased by 2.5% in a six-month period in 2010, and is expected to increase to $1.5bn through 2016, according to new data from ABI Research.

ABI research data showed that overall spending on mobile ad media has increased with the arrival of the autumn ‘back to school’ and end-of-year holiday seasons, and is expected to approach $1bn by year’s end.

Mobile marketing and advertising fall into five categories: Text messages; Mobile display (banner) ads; Mobile search; In-application advertising; and In-video advertising.

According to ABI, approximately 20% of all major companies have done something with mobile marketing, and some of them are doing so repeatedly.

ABI Practice director Neil Strother said although the market for mobile advertising and marketing was starting from a very small base, it is showing steady, solid growth.

"A Consumer Technology Barometer survey conducted by ABI Research this year revealed that about one third of the smartphone owners polled had clicked on at least one mobile advertisement,"Strother said.

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"Today mobile is often seen as a distinct channel, but eventually there will be nothing special about it: it will be understood as an integrated part of a campaign’s overall strategy."

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