JupiterResearch has found that introducing portable media players (PMP’s) with internet browsing capabilities are likely to stimulate significant growth among those accessing wireless web and will create additional opportunity for advertisers, who are expected to spend 2.2 billion on mobile messaging, display ads, and search via mobile technology by the year 2012. Adoption of internet browsing on cell phones is expected to climb from 16% at the end of 2007 to 19% at the end of 2008.
"Mobility is adding a time and space dimension to media and advertising that has the potential to drive up CPM’s significantly. We are finding ads with location tags are selling at five to tenfold premiums over basic ads," said Julie Ask, Vice VP at JupiterResearch. "The ability to tag users with location, demographics, and behavioral data complemented by devices that support rich media to avoid having their role in the advertising value chain made obsolete must continued to push forward.”
In order to be truly successful, mobile carriers must continue to enable access with affordable portable media players and innovative business models while protecting their stake in the value chain by adding information layers to user profiles.