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We are forecasting that US mobile advertising will be a $6.6 billion market in 2017, a six-year CAGR of 30.4 per cent. As we have continually argued, we are in a post-PC era and mobile advertising would seem to be a natural extension of the enormous growth in smartphone use over the past few years.
However, as we discuss in our forecast, there are several limiting features of the market. In particular, we believe local ads, the real blockbuster opportunity of the market, are caught in a huge chicken-or-egg market problem, which we don’t think will be solved in the near to medium term.
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