vnunet.com provides figures from a report published by Informa Telecoms & Media which forecasts that the value of the global mobile advertising market will rise from $1.72bn in 2008 to $12.09bn by 2013. The report estimates that 80% of advertising will be generated by mobile content providers. According to the report the majority of big brands that have adopted mobile advertising only spend up to 0.5% of their advertising budgets on the medium, due partly to the issues of non-existent measurement and premium pricing associated with early mobile advertising formats. Informa recommends that the mobile advertising industry should concentrate on consumer education and the provision of a visible and measurable return on investment to the brands.
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