Mobile search advertising is an opportunity marketers can no longer afford to neglect. With an increasing number of mobile users choosing data plans and smartphones, recent statistics suggest that the next couple of years will see mobile search advertising come into its own. Kim has provided ample evidence of this (page 34) in her article.
An eMarketer study predicts that paid search within the mobile platform will exceed display ad spending in 2008. Although message advertising will remain overwhelmingly dominant, mobile search advertising spend in the US is expected to reach $107 million in 2008 (triple the estimated 2007 figure) and grow to almost $1.5 billion by 2012. Worldwide figures estimate a growth from $83 million in 2007, to $244 million in 2008, and $3.7 billion in 2012. (Source: eMarketer, March 2008, “Mobile Advertising: After the Growing Pains”)