A new study by Frost & Sullivan has predicted that 65% of European mobile device owners will be willing to receive wireless advertising within the next four years.
The marketing consultancy has
forecast that 37 billion advertisements and alerts could be sent to mobile devices in Europe by 2005. However, there are still a number of issues to overcome - including privacy and data protection,
consumer acceptance and advertising standards - before wireless advertising can really compete with mainstream marketing channels.
Revenues from wireless banner ads in Europe are forecast to grow
from $51.5 million to $464.7 million over the next four years, while revenues from wireless alerts are predicted to reach $7.4 billion, up from $102.9 million.