Juniper: Real ROI Will Propel Mobile Ad Spend To $5.7B Within Five Years

Mobile Marketing Watch: Good news for mobile marketing service providers: Spending on mobile advertising will see strong growth even while other channels suffer during the global recession, according to Juniper Research.

Mobile ad spend will grow to $5.7 billion by the year 2014, Juniper forecasts in a report released this week. According to a press release, the firm surmises that according to its research, “The need for engagement with the consumer, and a quantifiable ROI, meant that mobile was increasingly being perceived as a key medium through which to pursue this strategy.”

Other findings from Juniper’s new report:

Mobile Internet will become the most popular mobile delivery channel for advertisers in 2009, and will attract the largest proportion of mobile adspend throughout the forecast period.
Mobile Cost Per Clickthrough (CPC) and Cost Per Mille (CPM) rates have fallen sharply over the past year in large part due the negative impact of the economic downturn.
Mobile advertising response rates remain substantially higher than those in other media.

My takeaway: Juniper’s findings underscore the fact that high–and highly measurable–ROI and improved consumer relations have long been a selling point for mobile marketing. For one thing, a decent message-sending platform will let you see how many people received and acted on a marketing offer. Meanwhile, messages to a consumer’s phone–such as a text message–work to foster a sense of personal relationship between a customer and a business or brand.

Mobile Marketing Watch Juniper: Real ROI Will Propel Mobile Ad Spend To $5.7B Within Five Years : Mobile Marketing Watch – The Pulse Of The Mobile Marketing Community.

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Juniper: Real ROI Will Propel Mobile Ad Spend To $5.7B Within Five Years

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