New Delhi: Mobile internet advertising
expenditure will rise significantly with revenues expected to
hit USD two billion per-year levels by 2014, riding on growing
consumer adoption and rising brand engagement with mobile
services, a report said.
According to the report by UK-based Juniper Research,
many markets where fixed Internet access is limited, cellular
phones have already become the dominant means of accessing the
For instance, mobile accounted for nearly 90 per cent of
all internet users in the country in 2008 in India.
"Ad spend on mobile Internet will approach USD 500
million globally in 2009, rising to nearly USD two billion per
annum by 2014," the report forecast.
Growing consumer adoption of mobile Internet services and
heightened brand engagement with mobile services will be
reflected in a sharp increase in expenditure on mobile
Internet advertising, it added.
"The total value of ad spend on mobile is expected to
rise from just over USD 1.4 billion in 2009 to USD six billion
in 2014," the report stated.
Moreover, operator transition from a walled garden
environment to a more open model has meant that mobile
internet usage per se has surged worldwide.