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However, according to one study, this figure is set to grow more than 300 per cent in 2008 to about $10 million and be sustained into next year driven by the growing consumer take-up of 3G data services coupled with attractive campaign pricing to entice advertisers.
The Australia Next-Generation Mobile Advertising Market 2007-2011 study from Frost & Sullivan found that sustained growth of mobile advertising into 2009 will depend on a continued reduction in mobile operator data charges, the development of sophisticated mobile advertising offerings from more organisations, and enhanced technological capabilities and integration across the mobile advertising value chain.
At the same time, continued uncertainty about the mobile advertising medium among advertisers is still restraining its popularity. The study found that mobile advertising spend currently is mainly driven by the media and entertainment, and banking, financial services and insurance (BFSI) industries which together contributed more than 50 per cent of revenues in 2007.
Currently, the bulk of mobile advertising spend is based on campaign trials in partnership with mobile carriers and content publishers.
