Mobile marketing may be young, but it’s rapidly maturing according to RBC Capital, which forecasts that upwards of 10 percent of all internet search queries will originate from a mobile phone by the end of 2010.
Display ads – most notably those on iAd’s interactive platform – are soaring to new heights and the mobile realm is benefiting and growing at a quickened pace. This trend is expected to dramatically increase along with ad spend in the coming months and years.
A new study from ABI research, in fact, estimates that the prevalence of mobile marketing will practically explode during the next five years. Although more research firms than one can possibly remember make equally lofty predictions on an astonishingly frequent basis, ABI in particular suggests that display ad budgets will especially “skyrocket,” with mobile display ad spend swelling from the present $313 million to better than $1.2 billion by 2015.
Lending further credence to such claims is recent comScore data indicating that display ad impressions have spiked some 15 percent during the last twelve month period alone.
Of course, growth doesn’t stop at display ads. ABI has strongly emphasized its belief that additional mobile ad formats, like text messaging and even video and ads within apps, show no signs of anything but hastened growth.
ABI Research practice director Neil Strother says the marketers he’s familiar with “have been seeing year-over-year increases of 25 percent to 30 percent in campaign spending.” Why? The burgeoning growth of smartphone use and comfort is a primary factor, as research reveals that 28 percent of mobile subscribers now access the web via mobile phone daily.