Mobile advertising is worth no more than $150m in the US in 2009. Given the distribution of devices, the growth of data usage, and the increasingly centrality to the lives of Americans this is somewhat surprising.
It’s likely that the significant gating factor is the fact that few advertisers have hit upon a reasonable business model where a return can be generated as a result of consumer interactions with mobile content. Maybe that is about to change.
The increased penetration of smart phones and so called ‘super phones’ is synchronous with the growth of social media applications run very effectively on those devices. A huge volume of Facebook and Twitter actions are executed away from the desktop and an increasing number of advertisers are building their own services and applications on those platforms with increasingly promising commercial benefits.
It seems logical therefore that mobile advertising will grow as these applications develop and it seems like a simple click to friendship or click to follow will allow a direct ROI calculation build around the value those friends and followers.