Strong Mobile Marketing Growth, but...

Joe D

JupiterResearch has reported that, beyond SMS marketing, most mobile marketing tactics are still in their infancy and will struggle to meet initial high expectations. According to a recent report, Mobile Advertising in Europe: Achieving Search and Display Revenues in the Long Term, mobile search and display revenues are expected to together reach 1.3 billion euros by 2012.

Consumers' limited willingness to pay for mobile content coupled with convergence of the free Internet will foster and drive the emergence of ad-funded business models. Thanks to more affordable multimedia handsets, enhanced networks and transparent data plans, 40 percent of mobile users will regularly access the mobile Internet in five years' time.

"The mobile advertising market will grow significantly over the next few years and move from its current trial stage to a more mature business where stakeholders will leverage consumers' uptake of mobile data services" said Thomas Husson, Senior Mobile Analyst at JupiterResearch.

However, according to the report the relatively small audience of mobile media users, coupled with the lack of critical mass of educated advertisers able to analyze and measure return on investment will restrain mobile media's potential in the midterm going. Looking forward, once stakeholders implement interoperable and independent standards and reliable indicators of ROI, mobile will increasingly be part of the marketing mix.

"Mobile advertising is destined to be a multi-billion euro industry," stated David Schatsky, president of JupiterResearch. "But the maturation of this industry could take a decade," he continued. "Advertisers tend to be slow to react to consumers' changing behaviors and will need more than encouraging trials and early click-through rates to begin to invest massively in this nascent medium."

For more information on JupiterResearch's European Mobile research service, please contact Kevin Savage by phone +44 (0) 7703 063 958 or email. For more information on the JupiterResearch European research services visit www.jupiterresearch.com.

I'm always looking at available data and information on the EU market, and one interesting study as we look at Europe top to bottom is how to bill online for every service. Sometimes we limit ourselves by looking at a processing solution only in terms of subscriptions, pay-per-download, and funding wallets. In opening your mind to additional possibilities an interesting aspect of the Webbilling.com direct debit solution is the ability to bill for both virtual and hard goods with no minimum or maximum price points. And even EU webmasters and program owners might prefer to pay using direct debit. Suppose you sell content packages, or bill monthly for feeds, hosting or design services - or maybe you sell travel packages related to your Swing, Cam or Dating sites - these could all be processed by Webbilling direct debit.

Jupiter Research

Click Here for Additional Help Starting or Improving Your Online Business

More Articles


Preventing Data Breaches Staves Off Big Legal Claims

Chad Anderson ·

Q&A: Vera Sky Dons the Crown for 2017 XBIZ Best Cam Model

Alejandro Freixes ·

Why It Pays When Cam Models Block Cyberbullies

Mia Saldarriaga ·

Casey Heart Talks Cam Past, Future

Casey Heart ·

Less Is More for Live Cam Member Promotions

Steve Hamilton ·

Melody Kush Dishes on Camming Career

Melody Kush ·

WIA Profile: Laurie Biviano

Women In Adult ·
Show More