Home of:

Mobile Advertising, Mobile Marketing

Juniper Research announced findings from its newly-released report on mobile advertising strategies this week—the data indicates a steady increase in mobile message ad spend to $7.4 billion by 2017, driven largely by an increase in location-based SMS advertising.  I believe by “mobile messaging” they are referring mainly to SMS.  In my humble opinion, this surge in mobile messaging ad spend will largely occur in emerging markets, due to a few reasons.


First, according to a recently-released eMarketer article, emerging markets are predicted to drive global total ad spend (chart below).  Second, feature phone usage in these markets is likely to remain relatively high. As mobile penetration increases in these markets, mobile phone adoption is more likely to begin with feature phones than smartphones.  Wherever feature phone usage is high, SMS consumption will be high. But we also can’t forget that smartphone users in developed markets value SMS messaging too (even to receive promotional offers and coupons!).


Thus, advertisers may find that SMS advertising is an effective medium for both emerging and developed markets.  So, contrary to what some may think, SMS is not dying after all.























Based on the charts and information provided above, below are some key highlights and takeaways I think are important for mobile marketers & advertisers to consider.


  • Mobile messaging ad spend predicted to increase to $7.4 billion by 2017
  • Emerging markets will see surge in total media ad spend in the next four years
  • 9.4 trillion SMS text messages will be sent worldwide in 2016


  • SMS advertising will see higher ROI in markets wherever feature phone usage is high
  • SMS advertising likely to be more effective in emerging markets where feature phone usage is relatively high

Leave a Reply


See What People
Are Saying


“T-Mobile was able to delight customers with a fun game that could work across virtually any phone, with Velti making it possible. Velti was great to work with & their commitment to the success of the program was excellent.” - Chad Hodge, T-Mobile USA

Pic Stitch_logo

“The thing I love about Mobclix is its simplicity--sign up & you have instant access to over 35 ad networks. Not only that, but I’ve already seen a 400% increase in revenue from March, and 12M impressions a week!” - Alex Keim, Creator of Pic Stitch, Big Blue Clip  


"Mobclix greatly helps manage & control the quality of our ads, and as a result, our Fruit Ninja app made over $400,000 in April 2012 alone off of ad-network sales." - Jared Oats, Advertising Manager, Halfbrick


“TinyCo is thrilled to be working with the Velti Exchange—we’ve seen great results from the campaigns we’ve run so far and are excited about the future of our relationship!” - Growth & User Acquisition Team, Tinyco


“We strongly believe that mobile marketing and advertising is here and we have already taken the first successful steps in partnering with Velti in this new era for the mobile industry.” - MTC Russia


“Velti has shown consistent respect for policies and procedures, in addition to designing and implementing the campaigns. We look forward to continuing this fruitful cooperation in the future.” - MBC Group

Follow us


Who is Velti?

Subscribe to Newsletter