According to Berg Insight's Mobile advertising and marketing report, 2nd edition, the total value of the global mobile marketing and advertising market was €855 million in 2007, and it is forecast to be worth €6.1 billion in 2013. 

The mobile handset is a unique device in many ways, and the fact that more than 3.7 billion active SIM cards are distributed worldwide shows how widespread the technology has become.

Whilst the cell-phone's multi-purpose functionality creates a wealth of opportunities for marketers to develop advertising and other forms of marketing that target consumers via their mobile handsets, there are some key challenges to be overcome before mobile advertising becomes a flourishing industry.

Typical of an immature industry, the mobile marketing and advertising ecosystem is highly fragmented and complex. While many companies are trying to find their place in the value chain and claim a piece of the market, much of the activities carried out are still in an experimental stage, and players are constantly looking for new business models and revenue-generating services.

The current economic downturn will restrain the mobile advertising industry as marketing budgets decrease and advertisers put their money into proven channels. Nevertheless, Berg Insight believes in a positive market development, primarily in Asia Pacific and ROW, and forecasts a CAGR of 38.7% between now and 2013, corresponding to 10.4% of the total digital advertising market.

Click here to see a sample of the report.

• Date of publication: November 2008
• Number of pages: 102
• Report price:
  Paper copy:  €1,000
  PDF (1-5 users):  €1500
  PDF (corporate licence):  €3,000