Berg Insight expects the total value of the global mobile marketing and advertising market to grow at a CAGR of 43%, from €1 billion in 2008 to €8.7 billion in 2014.

Marcus Persson, telecom analyst at Berg Insight, says that advertisers are increasingly aware of the opportunities and seek new ways to exploit them. The simple fact that people are able to make a phone call or send a text message anywhere at any time has changed the conditions for marketing in general.

He adds that many marketing campaigns are designed to trigger a response in the form of a voice call, SMS/MMS or a visit to a mobile web site. On-screen advertising on mobile displays only started to take off very recently, but is becoming increasingly relevant with the rising popularity of advanced Internet-enabled smartphones.

Berg Insight anticipates that there will be increasing convergence between traditional web and mobile advertising as the PC and mobile technological capabilities will come to merge.

The most likely result of such a development is the formation of a few dominant digital advertising networks spanning all types of devices. Corporations such as Google and Microsoft openly aspire for this position in competition with - among others - Apple, Nokia and Yahoo!.

Ultimately, the control over advertising in handsets will reside far beyond the traditional mobile network environment.

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• Date of publication: November 2009
• Number of pages: 150
• Report price:
  Paper copy: €1,000
  PDF (1-5 users): €1,500
  PDF (corporate licence): €3,000