The advertising revenue of the printing press has dropped 28% in the 1 st quarter of 2009 with a loss of $ 2.6 billion. Advertising fight against the crisis. Overall and all media combined, its revenues rose just 1% in 2008, and the figure 2009 is attedu down 6% to 7%. In this rugged landscape, an area not known the crisis: the mobile segment.
The firm Juniper estimates that overall advertising on mobile will expand and grow to $ 6 billion in 2014. This equates to a 34% growth in annual ryhtme period. "Indeed, it is possible that the recession is really an opportunity for mobile brands will look increasingly to shift their spending to targeted and measurable media," wrote the report's author, Windsor Holden, principal analyst at Juniper. In the past, the SMS was the main platform for mobile advertising, but in 2009 it will be exceeded by the cost of mobile internet advertising. Juniper provides that advertising spending on the segment of the mobile Internet will peak in 2011 "before falling ... because other media will emerge" again according to Holden. Juniper expects a breakthrough in personal ads as a vector of the most significant among the "other channels" increase by 64% annually. The firm Juniper also provides significant growth of advertising on the screensavers and MMS advertising by 2014.
A major factor limiting the growth of mobile advertising is that companies do not trust him are still viable as an advertising medium. "Regardless of advantages of mobile - its personal nature, the highly targeted advertising - advertisers will not commit more budget until they perceive that the audience for their advertising reaches critical mass "Holden stated.
The overall advertising expenditure was $ 500 billion in 2008, and total expenditure for the mobile segment of $ 1.3 billion.
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