Forecast: Mobile ad revs to reach $2.79B by 2012

The rich media mobile advertising market will reach $2.79 billion by 2012 according to a new forecast issued by media analysis firm Screen Digest, which credits global mobile TV advertising with generating the vast majority of revenue at $2.44 billion. According to Screen Digest, advertising will account for 20 percent of all mobile TV revenue by 2012: Free-to-air broadcast markets like Japan and South Korea will offer more promising advertising opportunities than premium service markets like North America and Europe, and mobile video-on-demand will yield only $336 million by 2012, with most of this income derived from sponsorships of recurring content like news and weather. Screen Digest adds that games, music and user-generated content will fail to deliver lucrative mobile advertising opportunities, but do offer brands marketing opportunities to connect and interact with consumers--the firm predicts that subscribers will download more than 60 million ad-funded mobile games per year by 2012. According to Screen Digest, mass-market mobile advertising growth is presently limited by data pricing structures, handset and mobile web usability, content quality and the absence of audience measurement metrics.

For more on the Screen Digest forecast:
- read this release

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