Gartner predicts mobile advertising market will be worth over $12 billion by 2011

 In advertising

A Gartner report published today predicts that Mobile Advertising market alone will be worth Over $12 Billion by 2011.  Wow – big numbers here.

Quoting from the report

“Telecom carriers around the world are turning their attention to advertising as a potential source of revenue, according to Gartner Inc. Gartner forecasts that the worldwide mobile advertising market alone will be worth over $12 billion by 2011 but advised carriers that they will need to rise to some key challenges if they are to realize their advertising ambitions.”

Research director at Gartner King-Yew Foong says that “First and foremost, telecom carriers need to differentiate their approach to the advertising market”.

He thinks that while carriers are well placed to take advantage of mobile advertising, they must take advantage of their access to multiple delivery channels, including SMS, MMS, email, fixed and mobile Internet search activities, location-based services and broadband/Internet Protocol TV (IPTV) portals.

As we all know – this is a huge challenge.  Google and Yahoo have online advertising as their core business, and so their transition mobile should be easier.  Traditional mobile operators have concentrated on voice, text and now data revenues, so mobile advertising will be the next frontier for them.

The background to the report is available on their website.

Additional information is available in the Gartner report “Dataquest Insight: How Carriers Can Position Themselves to win in the Advertising Market.”

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