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Juniper Sees Mobile Ad Explosion

Market researcher expects $7 billion by 2017

This finding is likely to surprise nobody, but market research firm Juniper Research sees advertising on mobile devices multiplying along with a corresponding increase in opportunities and revenues.

That’s the report in a recent study, “Mobile Advertising, Messaging, In-App and Mobile Internet Strategies 2012-2017.”

The study predicts a “dramatic” growth in location-based mobile ads. Report author Charlotte Miller says, “Sending adverts using mobile messaging gives advertisers a simple, cheap and effective way of reaching consumers. Adding location technologies is an even more powerful proposition, particularly for transactional advertising as marketers can reach consumers who are near a location where they can purchase.”

The report touches on types of mobile advertising such as device Internet, in-app or ringtone. It also offers breakdowns of geographic markets such as the U.S., Canada and the U.K.

Juniper estimates the market could growth to about $7.4 billion by 2017. Also examined are business models, brand strategies and methods of selling inventory and delivering mobile device ads to multiple outlets.

It also addresses privacy concerns that arise from the mixing of marketing and smartphones.