Mobile, digital ads to become major platform by 2012
Published June 21, 2010
As more consumers gain access to high-speed internet from both mobile and home computer platforms, marketers are expecting digital advertising to become a major channel in the near future.
In the United States, the number of households with both broadband connectivity and at least one 3G mobile device has quadrupled during the past five years. Meanwhile, that number has increased more than 600 percent on a global scale. Ernst & Young expect there to be more than 2.2 billion digital media users worldwide by 2011.
"Publishers and similar content companies are embracing the fact there are almost 2 billion digital media users to leverage their content and core products and services to the web, mobile devices and electronic gaming globally," Howard Bass, senior partner at Ernst & Young, said in the report.
Two-thirds of respondents believe disruptive channels, like eBooks and mobile content, will have the greatest impact on digital platforms during the next two or three years.
The research team at J.P. Morgan recently stressed the importance of utilizing mobile marketing. As the number of smartphone users grows, the firm expects advertisers to see larger returns on their creative marketing campaigns.