For that reason, mobile marketing remains anchored by use of text messaging. The texting audience is large and still growing, and text messaging remains the "lowest common denominator." Virtually all mobile phones can receive and send text messages.
The global market for ad support of mobile messaging will reach nearly $12 billion in 2011, up from about $1.5 billion in 2006, according to eMarketer.
But it is video and rich media which is the more-glamorous of the channels at the moment.
The number of mobile video viewers in the United States will grow nearly 30 percent in 2010 to reach 23.9 million, according to eMarketer, representing a reach of about 7.7 percent of the total U.S. population and just under 10 percent of mobile phone users. Those numbers are set to double by 2013 and increase still further in 2014.
By 2013, some even believe that video will be so widely adopted that it will be a significant driver of mobile data usage, representing an estimated 66 percent of mobile traffic, Cisco forecasts.
By 2013, some even believe that video will be so widely adopted that it will be a significant driver of mobile data usage, representing an estimated 66 percent of mobile traffic, Cisco forecasts.
Marketing and advertising always follows end user engagement, so it is a safe bet video-based and rich media mobile advertising and marketing will continue to grow.
With video taking an increasingly important role in the mobile market, advertisers should keep their eyes open for opportunities to try out new advertising options.
With video taking an increasingly important role in the mobile market, advertisers should keep their eyes open for opportunities to try out new advertising options.
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