Report: Mobile advertising key for successful marketing campaigns

Companies that invest in mobile advertising as part of their overall marketing campaign are more likely to experience a return on investment and boost sales, according to a new report from consulting firm Borrell Associates.

The firm identified mobile advertising as one of its top interactive advertising recommendations for 2011.

According to a Borrell survey of 3,300 business owners, 15 percent said they have tried some form of mobile advertising. Another 44 percent said they will be somewhat likely to launch a mobile advertising campaign this year.

"Digital media publishers that can deliver a rapt audience for these business owners will stand to profit from the sale of advertising around these products," the report states.

Borrell also revealed that mobile advertising attained revenues of $6.3 billion in 2010. The firm predicts the figure will grow to $42.1 billion in the next five years.

A recent BIA/Kelsey report also forecasted massive growth for the mobile advertising market. According to that study, mobile advertising revenue is expected to reach $2.9 billion in 2014 after five years of experiencing a compound annual growth rate of 43 percent. In 2009, mobile advertising topped $491 million.