eMarketer’s projections include the entire mobile ad economy: creative, related IT and other related spending.

Asked about the range of spending that mobile ads will drive, John du Pre Gauntt, senior analyst at eMarketer, noted that: “Some US universities have courses in mobile marketing right now. Mobile is at a point where online was 10 years ago.”

eMarketer’s projections are based on heavy adoption of mobile advertising in the rapidly growing “BRIC” economies of Brazil, Russia, India and China.

The organisation is forecasting total world-wide spending on mobile message advertising alone will reach $US14.2 billion in 2012.

Note: Numbers may not add up to total due to rounding. Source: eMarketer, March 2008
* Spending on placement in text messages, including direct spending on message campaigns as well as spending on promotional coverage of end-user messaging costs.
** Spending on display banners, links or icons placed on WAP, mobile HTML sites or embedded in mobile applications such as maps or entertainment services (eg. games or video).
*** Spending on sponsored display ads and text links that appear alongside mobile search results, as well as spending on audio ads played to mobile phone callers making a directory inquiry.

8/9/21_ex_m_h