"The industry has been talking about the mobile market's potential for almost a decade," said Greg Sterling, Senior Analyst with Local Mobile Search. “We're now entering a period where hope and hype turn into reality as mobile subscribers find dramatic improvements in the user experience and a greater ability to obtain information on the go.”
The projections incorporate growth in ad revenues driven by each of the now relatively distinct segments of voice-based search, text/SMS, WAP and application downloads. The forecast also includes estimates for CPM-driven displays or banners, pay-per-click and pay-per-call advertising. Over time, however, the distinctions between segments will blur or disappear as sales of bundled, "multi-modal" promotions become the norm and consumer experiences become more integrated.
"Major search providers and portals such as Google, Yahoo!, Microsoft and AOL are pouring considerable resources into mobile," said Senior Analyst Dan Miller of Local Mobile Search. "Mobile operators and their vendors are racing with them to offer a better mobile experience and increase monetization moments."
