Abstract
This IDC study explores the U.S. mobile advertising space, which remains one of
the most dynamic mobile sectors, with significant continued investment and
growth. IDC forecasts that the U.S. mobile advertising market will grow from an
estimated $266 million in 2008 to an estimated $2.3 billion in 2012, led by
display and search. While mobile ecosystem fragmentation and deep operator
ambivalence remain market inhibitors, mutually interdependent content providers
and their advertising partners will continue to explore new ways to work
together to provide engaging mobile experiences with their customers.
"Robustly profitable mobile content markets without robust mobile advertising
are simply unthinkable," notes Scott Ellison, vice president of Wireless and
Mobile. "The ability to reach 3+ billion mobile users individually is about as
compelling an opportunity that could ever exist for brands and content
companies. The key challenge will be for content providers and advertisers to
slice through mobile ecosystem fragmentation and work together to establish
engaging relationships with their audiences."
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