It has taken just five months for mobile advertising to go from a trickle of coverage to a feeding frenzy. Since Google announced its plan to buy mobile ad network AdMob for US$750 million in November, news has heated up about the advertising and marketing opportunities with mobile devices.
At this point, the vast majority of mobile advertising — $3.2 billion, or 85 percent — comes from SMS (text messaging), which has the advantage of being accessible on nearly every phone.
However, while mobile subscriber growth is growing, smartphone growth is zooming — and today the U.S. smartphone penetration is now at 23 percent.
Mobile Internet is growing even faster than desktop Internet and with Apple’s release of iAd, the mobile app advertising platform, the opportunities are endless. According to Steve Jobs, an average iPhone user is on their phone using apps about half an hour a day. So at one ad every three minutes, that’s 10 ads on each device each day, and with almost ten million devices out there, Apple claims they’ll be serving a billion advertising opportunities every day.
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