The ever informative eMarketer has an interesting stat based on Informa’s recent report on mobile data. The worldwide market for mobile data in Q1 of 2008 was about $50 billion.
What’s so interesting about that?
Well, it just happens that the worldwide digital media market is worth $50 Billion too, but that’s per year, not per quarter. So operators make four times as much from one part of their business (and not even the largest part) as the whole of the digital advertising market.
Obviously, if we used the part of the digital spend that actually relates to mobile, it would be dwarfed by data revenues alone.
When you look at it in this light, it makes you wonder if operators should really bother chasing any revenues from mobile advertising, as even great success will be lost in comparison to their core business. And it’s certainly not going to contribute to the industry problem of declining ARPU in any significant or meaningful way.
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