Global mobile advertising revenue will reach $12.8bn in 2013, according to Informa Telecoms & Media, up from $8bn this year. This may sound like impressive growth but Informa said the amount spent on mobile pales in comparison with advertising on PC/desktop, TV, print and radio, with the analytics on mobile usage not persuasive enough for many brands. “There is growing recognition of the importance of the mobile medium but when it comes to advertising, most brands and advertisers have not yet managed to effectively engage users and consistently achieve the desired returns with mobile advertising campaigns”, says Informa senior analyst Shailendra Pandey. Given the comments last week by Universal Music’s Francis Keeling about the importance of mobile and advertising to digital music’s growth, these concerns affect the music industry too.

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