Mobile users find mobile advertising more compelling than television spots or web video advertising. Of all the content available on mobile devices, video is the most likely to create an engaging experience and capture a user’s attention. This means higher click rates—and a better return on investment - for mobile advertisers. The nature of the mobile experience also makes mobile an extremely attractive target for advertisers. Unlike television sets, mobile devices provide a medium for users to interact and respond.
The ubiquity of mobile devices solidifies the business case for mobile advertisers even further. Many teenagers and young adults now spend more time using their mobile devices than they do televisions or desktop computers. They carry their mobile devices with them everywhere and interact with them constantly. This leaves the door wide open for mobile advertisers.
According to a report from Irish analysis firm Research and Markets (March, 2008), consumers worldwide will buy more video-enabled mobile phones than TV sets in 2008. The report, "Mobile Media 2008: The Third Screen for Entertainment," predicts that 300 million multimedia and Web-enabled handsets will be sold this year, and that more than half the world's population, 3.3 billion people, now have a mobile phone.
"The potential size of the market for mobile media is staggering," noted the report's authors. "The thought of several billion consumers carrying around a hand-held device that is capable of playing video and audio entertainment is making content creators salivate
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