Mobile Based Advertisement
Some see mobile advertising as closely related to online or internet advertising, though its reach is far greater – currently, most mobile advertising is targeted at mobile phones, that came estimably to a global total of 4.6 billion as of 2009. Notably computers, including desktops and laptops, are currently estimated at 1.1 billion globally.
It is probable that advertisers and media industry will increasingly take account of a bigger and fast-growing mobile market, though it remains at around 1% of global advertising spend. Mobile media is evolving rapidly and while mobile phone will continue to be the mainstay, it is not clear whether mobile phones based on cellular backhaul or smart phones based on WiFi hot spot or WiMAX hot zone will also strengthen. However, such is the emergence of this form of advertising, that there is now a dedicated global awards ceremony organized every year by Visiongain.
As mobile phones outnumber TV sets by over 3 to 1, and PC based internet users by over 4 to 1, and the total laptop and desktop PC population by nearly 5 to 1, advertisers in many markets have recently rushed to this media. In Spain 75% of mobile phone owners receive ads, in France 62% and in Japan 54%. More remarkably as mobile advertising matures, like in the most advanced markets, the user involvement also matures. In Japan today, already 44% of mobile phone owners click on ads they receive on their phones. D2 the biggest mobile advertising agency of Japan announced in November 2009 at the Mobile Asia Congress, that mobile advertising was worth 900 million dollars in Japan alone. According to the research firm Berg Insight this corresponds to 60 percent of the global mobile advertising market that was estimated to € 1 billion in 2008. Furthermore, Berg Insight forecasts the global mobile advertising market to grow at a compound annual growth rate of 43 percent to € 8.7 billion in 2014