The advertising industry, while once slowed by the Internet and other shifts in media consumption, has found new promise in mobile advertising.

 

As new trends emerge and consumer behaviors and lifestyles change, mobile advertising offers new channels, platforms and networks to reach consumers as they shift their media consumption behavior.

 

A whitepaper by Multimedia Intelligence, sponsored by iHollywood forum, notes advertising's shift into the mobile marketplace can be attributed to the emergence of mobile media and mobile Internet.

 

This is especially true as the Internet makes its way onto more mobile devices and networks and as more and more mobile devices offer rich media (and advertising) experiences.

 

“The traditional media industry is under assault from rapidly changing technology and user behavior. The digital video recorder has empowered consumers and is toppling traditional TV advertising models. The result is advertisers putting their cross-hairs on the world’s 3 billion cellular subscribers. New cellular based advertising techniques will not only deliver display ads but also integrate community, participation and interactivity into the media experience.” Rick Sizemore, Chief Strategy Officer for MultiMedia Intelligence commented.

 

According to an earlier prediction by Strategy Analytics (News - Alert), the global market for mobile advertising is slated to reach $14 billion by 2011.

 

ABI Research (News - Alert) also predicted that the global market for mobile marketing and advertising would reach $3 billion by the end of 2007, and will expand to reach $19 billion in 2011.

 

Also, a survey conducted by Harris Interactive (News - Alert) noted a growing number of opportunities for mobile advertising that caters to a growing demographic of mobile phone users in the U.S.