Mobile Advertising Projected to be $1.5 Billion by 2016

According to ABI Research, the market for mobile advertising will grow to $1.5 billion by 2016. Both Apple and Google have bet big on this medium. Apple purchased Quattro Wireless and Google shelled out for AdMob. In 2010, the industry start to get ground swell as early adopting advertisers invested more of their annual budgets. ABI's Neal Strother told InformationWeek, "By now, probably 20% of all major companies have done something with mobile marketing and some of them are doing so repeatedly. Today's mobile campaigns can cost $100,000 or more and annual budgets may run to several million dollars." ABI measures mobile advertising through 5 different categories; display, text messaging, search, in-application, and in-video advertising.

As we steward brands across the new and emerging technologies, agencies should expect to be the early adopters behind this technology. Companies focused in vertical medium dynamic will not be able to make the necessary moved to keep clients on top of the technology.