Its new report ‘Mobile Advertising: After the Growing Pains’ asserts that, even though mobile advertising did not break into the mainstream during 2007, important advances were registered, especially in search.

Advertisers worldwide are expected to spend $19 billion on the platform in 2012. The vast majority of this will be spent on text-messaging campaigns, with mobile display advertising and mobile search making up the remainder.
The US will continue to be the most dynamic region because it’s the largest interactive economy. But by 2012, eMarketer expects Asia-Pacific to pull ahead in total spending.

As smartphones become cheaper, flat-rate mobile data plans begin to be introduced and carriers open up their mobile networks, publishers are looking to develop mobile content instead of simply repurposing from the Web. This should attract marketers to mobile advertising.

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