European research firm Vanson Bourne was commissioned this summer to report on 50 global brands’ attitudes toward mobile marketing. More than two-thirds expected to spend up to 10% of their marketing budget on mobile messaging campaigns within two years.
released a study on brands’ mobile advertising attitudes. According to their figures, “eMarketer projects that the global budget devoted to mobile brand advertising will rise to $3.5 billion in 2011, from $123 million in 2006.”Despite the growing interest, large SMS and MMS campaigns could obviously be taxing to mobile networks’ infrastructure. You can rest assured that mobile providers are watching studies like these with interest to determine whether an infrastructure overhaul is worth it.
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