The U.S. market for mobile advertising will grow 36 percent, increasing from $169 million in 2008 to $229 million in 2009, according to a new forecast by Interpublic's Magna.
That's a downward revision from the company's previous forecast for mobile ad growth in 2009, primarily due to the brutal economy.
The sheer number of mobile devices in use, about 270 million at the end of 2008, according to the CTIA, is one driver. The mobile Web is the other driver. In January, 22 million individuals accessed the mobile Web daily and 63 million monthly, up from 11 million and 37 million for each frequency during January 2008, Magna says.
The report found that smart phones are key to growth. About 32 percent of AT&T Wireless contract subscribers owning such a device at the end of the first quarter of 2009, more than double that of the previous year, for example.
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