Mobile Advertising Will be Worth in Excess of EUR950 Million in Western Europe by 2013 announces FirstPartner

LONDON -

- Mobile Advertising is Demonstrating Strong Growth Which is Outstripping the Rest of the Economy. Big Brands are Beginning to see Mobile as an Increasingly Effective way to Reach Consumers.

Mobile advertising will grow at a CAGR of 50% from 2009 to 2013, with the UK being the strongest market valued at over EUR200 million by 2013. FirstPartner, a leading industry advisor on telecoms and mobile advertising, has released its ‘Mobile Advertising Forecast in Western Europe, 2009-2013.’

The most dominant revenue stream will continue to be mobile internet search, which will grow at a CAGR of 55% from 2009 to 2013. “Location based services (LBS) becoming a key feature of mobile search will help drive this growth,” said Justin Davidson head analyst at FirstPartner, “Advertisers will continue to position LBS and search as way to tap into consumers’ needs. Consumers will enjoy the benefits of mobile advertising and location aware searches by, for example, receiving promotional vouchers whilst in a certain location”.

With the iPhone effect there has been a positive influence on the market for widgets and applications, with application sales bringing in significant revenues for Apple. However that said, widgets and applications will be under 10% of mobile advertising revenue by 2013. “Consumer behaviour is such that they have a commitment to a core number of applications and quickly delete ones they don’t like. This will mean that advertising revenues from applications will not be as high as some have projected,” Davidson explains.

Key to the development of mobile advertising is that operators, agencies and sales houses work more closely together to educate the market about the benefits of mobile advertising. The release by the GSMA, working with the UK’s five operators, of mobile advertising metrics later in 2009 will help give the industry a boost as more brands will be able to see its benefits. Education of the market must not stop if mobile advertising is going to move from being a niche revenue stream into the mainstream.

FirstPartner is a research and Go-To-Market Agency focused on:

- Clearly defining market opportunities - Building profitable, customer centric propositions - Accelerating the Go-to-Market delivery of new solutions - Optimising Marketing Effectiveness and Efficiency

For more information and interviews please contact Justin Davidson, jdavidson@firstpartner.net or call +44-(0)870-874-8700 or visit www.firstpartner.net

Source: FirstPartner

For more information and interviews please contact Justin Davidson, jdavidson at firstpartner.net or call +44-(0)870-874-8700