Forecast: 'Call to Action' mobile ads to yield $419M by 2012

"Call to Action" advertising--which enables mobile TV viewers to request additional information or communicate with brands while an advertisement is playing--will yield $419 million in worldwide advertising revenue by 2012, according to a new forecast issued by market research firm MultiMedia Intelligence. Describing Call to Action advertising as campaigns that leverage the built-in return capabilities of the mobile device by enabling direct communications between consumers and advertisers, MultiMedia Research anticipates total mobile TV and video advertising revenue (including Call to Action efforts) will exceed $1 billion by 2012, led by the North American and Asian markets. The forecast cites consumer demand for more personalization and entertainment content on their mobile devices as the driver behind mobile TV and video subscription revenue, which MultiMedia Research anticipates will grow to almost $3.5 billion in 2008 and increase to over $14 billion by 2012.

For more on the MultiMedia Research forecast:
- read this release [1]

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Forecast: Mobile search adspend [3] to top $2B by 2013