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Mobile Advertising will be worth in excess of €950 million in Western Europe by 2013

Mobile Advertising is demonstrating strong growth which is outstripping the rest of the economy. Big brands are beginning to see mobile as an increasingly effective way to reach consumers.
London, UK, June 2009: Mobile advertising will grow at a CAGR of 50% from 2009 to 2013, with the UK being the strongest market valued at over €200 million by 2013. FirstPartner, a leading industry advisor on telecoms and mobile advertising, has released its ‘Mobile Advertising Forecast in Western Europe, 2009-2013.’
The most dominant revenue stream will continue to be mobile internet search, which will grow at a CAGR of 55% from 2009 to 2013. “Location based services (LBS) becoming a key feature of mobile search will help drive this growth,” said Justin Davidson head analyst at FirstPartner, “Advertisers will continue to position LBS and search as way to tap into consumers’ needs. Consumers will enjoy the benefits of mobile advertising and location aware searches by, for example, receiving promotional vouchers whilst in a certain location”.
With the iPhone effect there has been a positive influence on the market for widgets and applications, with application sales bringing in significant revenues for Apple, and other device manufactures and operators clamouring to develop their own stores. However that said, widgets and applications will be under 10% of the mobile advertising total revenue by 2013. “Consumer behaviour is such that they have a commitment to a core number of applications and quickly delete ones they don’t like. This will mean that advertising revenues from applications will not be as high as some have projected,” Davidson explains.
The key to the development of mobile advertising is that operators, agencies and sales houses begin to work more closely together to educate the market about the benefits of mobile advertising. Those involved should work on publicising the real benefits of mobile advertising to brands. The release by the GSMA, working with the UK’s five operators, of mobile advertising metrics later in 2009 will help give the industry a boost as more brands will be able to see its benefits. Education of the market must not stop if mobile advertising is going to move from being a niche revenue stream into the mainstream.
For more information and interviews please contact Justin Davidson, jdavidson@firstpartner.net or call 0870 874 8700