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Forrester Research has just released its “2013 Mobile Trends for Marketers,” a smart report about the mushrooming mobile business that predicts $4.6 billion in mobile ad revenue in 2013, an increase (in the customary Web-incredible way) of 52%, and retail revenues of $12 billion, up 62%.
Forrester has a good reputation for taking long looks at the media business, and this report is in that vein, basically concluding that companies that advertise on mobile still aren’t “all in” and suggesting that marketers set up separate units at their firms to deal exclusively with mobile efforts.
Marketers are often shopping their mobile efforts to outsiders, treating in-house IT staff “ ‘like your kid brother who ‘just doesn’t get it.’ In 2013, you will need to build this relationship and convince them to move mobile requirements higher on the list of design parameters — or you’ll find yourself even further behind in 2014.”'2013 Mobile Trends for Marketers' predicts that this year there will be a 52% increase in the mobile ad revenue, taking it up to $4.6 billion with retail revenues of $12 billion, up 62%. As smartphone and tablet use increases, so does the viewing of videos via mobile. There are currently 1 billion smartphones and 150 million tablets in use across the globe. However, the report's authors, Thomas Husson and Julie Ask, have said that despite the expectation that some retailers and media companies will easily obtain a positive mobile ROI in 2013, most businesses will face a "mobile monetisation gap", concluding that companies that advertise on mobile still aren't quite "all in".