ABI forecasts 40% mobile marketing CAGR through 2015

Mobile marketing and advertising spend will experience a compound annual growth rate of more than 40 percent through 2015 according to a new forecast issued by ABI Research. While marketers spent less than $500 million on mobile campaigns in 2009, ABI cites increasing mobile application downloads and the advent of HTML5-enabled web-based apps and services as catalysts behind the anticipated growth.

"Some factors still constrain this market," said ABI mobile marketing strategies practice director Neil Strother in a prepared statement. "Mobile is still fragmented by the lack of standardized device platforms, networks, and web browsers, and the need for different campaign formats for different kinds of messages. Other inhibitors include ‘reluctant' (mobile ad-resistant) users, limited mobile ad budgets, and a lack of experience with this emerging medium." Strother recommends that fledgling mobile marketers establish clear objectives, understand their customers' mobile behavior, devise a sound mobile plan, choose their tools carefully and measure results regularly.

For more on the ABI forecast:
- read this release