Mobile Advertising and Marketing: Change Is in the Air

Mobile has long represented little more than a rounding error in most advertising and marketing budgets, despite the burgeoning number of mobile users and their increasingly sophisticated devices and usage patterns.

As with online advertising, dollars flowing to mobile will continue to lag behind consumer usage of the channel. And compared with online ad spending, mobile looks minuscule: eMarketer estimates that mobile ad spending, including messaging-based formats, will reach $416 million in 2009, compared with the nearly $24 billion that will be spent overall for online advertising.