Advertising--The future's bright, the future's mobile

Advertising budgets for mobile channels are expected to buck the downward trend and exhibit strong growth over the next five years, reaching $5.7bn by 2014.
The report found that constraints on budgets, imposed in the wake of the global economic downturn, had resulted in an increasing migration of adspend from above the line to below the line channels: the need for engagement with the consumer, and a quantifiable ROI, meant that mobile was increasingly being perceived as a key medium through which to pursue this strategy.
However, the Juniper report stressed that, while this was encouraging, the level of growth had to be put into context - that mobile advertising still remained very much a nascent medium, and even by 2014 it would only account for up to 1.5% of total global adspend.   The report noted that, while a number of major brands had made relatively large investments in the mobile platform, advertisers have yet to be fully convinced that mobile has sufficient reach to warrant substantive adspend.

This report provides in-depth analysis and market forecasts for the mobile advertising sector in the context of the global economic recession, and discusses how advertising spend is increasingly moving towards ‘below the line' activities such as mobile phone ads - offering unparalleled opportunity for consumer engagement.
Key forecasts include the number of users who receive advertising on their mobiles, both by region and by delivery channel (SMS, MMS, Mobile Internet, On-portal, In content downloads, Idle screen, P2P and Mobile TV). Other forecasts include cost per clickthrough (CPC) and cost per mille (CPM) rates  and the number of users who respond to mobile advertising.  The number of responses per annum and total adspend per channel are also forecast.
Key questions this report answers:
How has the global recession impacted upon the mobile advertising market?
What will be the key mobile distribution channels for brand advertising in five years' time?
Who are the major players in the mobile advertising ecosystem?
How have brands utilised mobile channels within integrated multimedia campaigns?
Will mobile advertising be viable as a primary revenue stream for content providers?
What strategies should brands, agencies and network operator employ to derive optimal success from mobile advertising?