Borrell Mobile Marketing Forecast

Mobile: 'Coupons Are Category To Watch'

(image:borrell-mobile.jpg aspect:original align:left)"Coupons are the category to watch - at least initially,” said Gordon Borrell of Borrell Associates in releasing a new report predicting huge growth in mobile ads. "There’s something dramatic going on, and heavy implications for direct mail, yellow pages, newspapers.”
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NetNewsCheck.com,

"Coupons are the category to watch - at least initially,” said Gordon Borrell of Borrell Associates in releasing a new report predicting huge growth in mobile ads. "There’s something dramatic going on, and heavy implications for direct mail, yellow pages, newspapers and anyone else in the coupon-distribution business.”

Borrell Associates officially released its outlook for local and national mobile marketing Thursday, calling mobile “the new disruptor” that has emerged on the scene faster than any other new medium over the past 90 years.

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(image:borrell-mobile.jpg aspect:original align:right)"We view advertisers’ growing love affair with coupons as a major key to the emergence of mobile marketing. The fastest-growing and most obvious application is also the easiest to implement: text-based coupons.” Borrell said redemption rates for mobile coupons are 10x that of mail- or newspaper-distributed coupons.

The report says last mobile marketing reached $2.7 billion last year and is expected to grow 84 percent annually, hitting $57 billion by 2014. A subcategory – mobile advertising – is already in the billions.

Local mobile advertising, according to the report, hit $285 million in 2009 and is expected to double this year to $586 million, then spike upward to $4.7 billion by 2014. The report includes mobile spending projection broken down for each major U.S. market.

View NetNewsCheck's in-depth interview with Borrell about the Mobile Ad Forecast

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