Mobile adspend forecast to reach $5.7B by 2014

Advertising budgets for the mobile platform are expected to grow to $5.7 billion by 2014 according to a new Juniper Research report, crediting the leap to an increasing migration of adspend from above the line to below the line channels. Juniper contends that new budgetary constraints imposed in the wake of the global recession are prompting advertisers to look at mobile as a means to engage with consumers and deliver a quantifiable ROI--even so, the report adds that mobile advertising remains a nascent medium, and will likely account for only about 1.5 percent of total global adspend in five years' time. "Regardless of mobile's advantages--its personal nature, the facility for highly targeted advertising--advertisers will not commit more budget until they perceive that the audience for their advertisements has reached a critical mass," said report author Dr. Windsor Holden in a prepared statement.

Juniper forecasts that the mobile web will emerge as the most popular mobile advertising delivery channel in 2009, and will continue to attract the largest percentage of mobile adspend throughout the forecast period. The report adds that while mobile advertising response rates remain substantially higher than rates in other media, mobile cost-per-clickthrough and cost-per-mille rates have declined sharply over the past year, resulting largely from the economic downturn.

For more on the Juniper adspend forecast:
- read this release

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