The year of mobile advertising experiments

According to a recent report from visiongain, 2006 will be the year for mobile advertising experimentation, and the next five years will see a transition from SMS campaigns to more sophisticated multimedia advertising. By the end of the year, brands will have a clear understanding of what works, and by 2008 mobile advertising will become mainstream. The report predicts that the mobile marketing sector in the U.S. and Europe will grow from last year's $255 million to $1 billion in 2009. Some issues yet to be resolved include: "business models and revenue share, the type, length and frequency of ads, consumer attitudes and many others." The report examined mobile advertising opportunities as presented by MMS, video, TV, LBS and contextual advertising.

For more on visiongain's mobile marketing perspective:
- see this press release