Forecast: Mobile ad revenues to top $1.89B by 2012

Mobile advertising revenues in the U.S. are expected to top the $1.89 billion mark by 2012, galvanized by the ubiquity of mobile services and increasing consumer uptake of a variety of mobile data services and applications, according to a new forecast issued by market research firm Frost & Sullivan. Citing mobile penetration rates closing in on the 85 percent mark and a consumer base of almost 250 million U.S. subscribers, Frost & Sullivan reports operators are developing ambitious new campaigns for both on-deck and off-deck advertising, seizing on advertising's abilities to subsidize content production costs and reduce service usage costs. In particular, the wireless industry is paying particular attention to in-application mobile advertising off-deck. Frost & Sullivan adds that operators must be cautious in shielding subscribers from overzealous marketing efforts if providing advertisers with data on consumer demographics, location, handset and related parameters.

For more on the Frost & Sullivan forecast:
- read this release

Related articles:
Mobile advertising recall and response rising
Google: Mobile ads will be more lucrative than online