[November 24, 2009] Berg Insight: Berg Insight says mobile will account for 11.7 percent of digital ad spend in 2014 Tweet Gothenburg, Sweden, Nov 24, 2009 (M2 PRESSWIRE via COMTEX) -- According to a new research report from the analyst firm Berg Insight, the total value of the global mobile marketing and advertising market will grow from EUR1.0 billion in 2008 at a compound annual growth rate (CAGR) of 43 percent to EUR8.7 billion in 2014. This will then correspond to 11.7 percent of the total digital advertising market. As the digital convergence blurs the differences between devices the definition used for mobile advertising is that it is the digital media exposed on a mobile handset screen. The report predicts that the mobile media will become a natural part of the marketing media mix. "Handsets are highly private devices that offer a unique platform for personal interaction with consumers", said Marcus Persson, telecom analyst, Berg Insight. "Advertisers are increasingly aware of the opportunities and seek new ways to exploit them. Just the simple fact that people are able to make a phone call or send a text message anywhere at any time has changed the conditions for marketing in general." He adds that many marketing campaigns are designed to trigger a response in the form of a voice call, SMS/MMS or a visit to a mobile web site. On-screen advertising on mobile displays has not taken off until very recently but is becoming increasingly relevant with the rising popularity of advanced Internet-enabled smartphones. Berg Insight anticipates that there will be increasing convergence between traditional web and mobile advertising as the PC and mobile technological capabilities will come to merge. The most likely result of such a development is the formation of a few dominant digital advertising networks spanning all types of devices. Corporations such as Google and Microsoft openly aspire for this position in competition with among others Apple, Nokia and Yahoo!. Ultimately the control over advertising in handsets will reside far beyond the traditional mobile network environment. About Berg Insight Berg Insight offers premier business intelligence to the telecom industry. We produce concise reports providing key facts and strategic insights about pivotal developments in our focus areas. Our vision is to be the most valuable source of intelligence for our customers. CONTACT: Johan Fagerberg, CEO, Berg Insight e-mail: [email protected] Tel: +46 31 711 30 91 ((M2 Communications disclaims all liability for information provided within M2 PressWIRE. Data supplied by named party/parties. Further information on M2 PressWIRE can be obtained at http://www.presswire.net on the world wide web. Inquiries to [email protected]. [ Back To TMCnet.com's Homepage ]