Report: U.S. mobile marketing spending doubled in 2006

A new report issued by market intelligence firm IDC says that U.S. brand spending on mobile marketing in 2006 should more than double the amount spent the previous year. According to IDC research, mobile users have little patience for prerolls lasting more than eight to 10 seconds, meaning that an effective mobile marketing campaign must engage users within the first few seconds. IDC adds there are more than a dozen different mobile marketing formats in all, each promising different means of creating new marketing experiences. 

"We believe that mobile marketing is one of the few instances in which the current hype actually underestimates the full potential of the market opportunity," IDC VP of wireless and mobile communications Scott Ellison said in a prepared statement. "The winners will be those players who fully leverage the mobile ecosystem rather than try to simply translate other marketing and advertising business models to mobile."

For more on the report:
- read this release