• eMarketer, Wednesday, March 29, 2006 11:30 AM

A new research report says mobile advertising--where marketers can reach consumers via their cell phones--is going to be the next big thing. The survey was conducted by Magna Global at a December conference where mobile advertising and video advertising emerged as the top two areas survey participants said they wanted to experiment with. "With 2 billion mobile subscribers around the world, 20 percent annual subscriber growth, new networks capable of distributing video, improving handset capabilities, and rapid turnover of the handsets themselves, mobile phones may become the most pervasive devices able to access video content on a global basis," wrote David Wiser in the introduction to the Magna Global report. "With this footprint, we expect that advertising will ultimately play an important role in the mobile video world. The best opportunities to market to consumers in mobile environments will be through integrated mobile communications devices, and the industry will likely require ad support to reach the widest possible audience." eMarketer projects that the number of 3G phone users who watch video worldwide will exceed 500 million by 2009 and that the more specialized audience within this group who watch broadcast TV on their phones will grow to more than 100 million by 2009.

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