3 billion by Q1 ’08 seems like a stretch considering where mobile advertising is now.
From the press release:
“The world market for mobile marketing and advertising is expected to be worth about $3 billion by the end of 2007, according to a recent study from ABI Research. By 2011, the value of this market will reach $19 billion, including mobile search and video advertising. ABI Research also expects some of the highest levels of spending to come in the broadcast mobile video space. By 2011, it will surpass SMS as a source of mobile marketing spending, due in part to mobile broadcast networks’ presence in all major markets. In 2011, ABI Research expects spending for broadcast mobile video advertising alone to reach $9 billion.
“Mobile advertising and marketing is a risky, albeit enticing business,” says principal analyst Judith Rosall. “Unlike the PC, a mobile device offers a uniquely personalized communications channel. Carriers worldwide have quite a bit of information about their end-users: name, sex, age, geographical location. And depending on the handset and plan their users have purchased, the carriers probably also know something about their economic status and credit record. But they don’t like to release this information to third parties because they want to protect and control their customers.”