U.S. Mobile Advertising 2008-2012 Forecast and Analysis

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."