[29.04.2008 first posted on silicon republic]
The market for rich media advertising over mobiles is tipped to reach €1.77bn (US$2.79bn) by 2012.

Media analyst Screen Digest believes mobile TV advertising will account for most of this market at €1.55bn.
Screen Digest said that by 2012, advertising will account for over 20pc of mobile TV revenues, but without its own metrics it will struggle to be considered a stand-alone advertising channel.
Free-to-air broadcast markets such as Japan and South Korea will offer bigger advertising opportunities than markets where mobile TV will be offered as paid subscriptions to the consumer, such as North America and most of Europe.
Mobile video-on-demand advertising will be small in comparison, believes the analyst firm, reaching €213m (US$336m) in 2012 by supporting extracts from popular programmes and sponsoring recurring content such as news and weather forecasts.
The company said that the advertising potential in games, music and user-generated content is limited. However, these formats will provide a valuable source of innovative marketing opportunities for brands aspiring to connect and interact with their customers. Screen Digest predicts that by 2012 over 60 million ad-funded mobile games will be downloaded per year worldwide.
“Data pricing structures, handset and mobile web usability, content quality and the lack of audience metrics to measure effectiveness are preventing mobile advertising from reaching its market potential,” commented Julien Theys, one of the authors of the report. “Although we expect these hurdles to be overcome in the coming years, mobile media advertising will have to compete with search, display, messaging advertising, as well as many innovative uses of mobile in marketing campaigns.”
The Screen Digest report includes the findings of an exclusive survey of GroupM’s advertising agencies in 25 countries to assess the current and future potential for this form of advertising across the globe.
While the advertising executives surveyed in GroupM’s agencies in 25 countries were positive about the capabilities offered by mobile advertising, in particular targeting by location, interactivity and high response rates, to date only 15pc had used mobile advertising, either as a stand-alone or integrated campaign.
By Niall Byrne