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Mobile ’09 Ad Spending Projected at $1.8 Billion

NEW YORK:Mobile advertising revenues are pacing to come in at $1.8 billion this year, an increase of nearly 19 percent over last year despite the severe recession. The figures are from the latest mobile advertising industry forecast from Veronis Suhler Stevenson. The research firm took into account texting--SMS/MMS--video, search and display, in-game, coupon, in-application and proximity advertising. Text continues to be the largest category, on track to generate $1.25 billion this year, up 11 percent, and comprising nearly 70 percent of all mobile ad revenues. Video has been and will be No. 2, generating $241 million, up 27 percent from 2008.

Looking ahead, VSS anticipates that mobile ad revenue growth will increase over the next four years, up 25 percent in 2010; 35 percent in 2011; 44 percent in 2012 and 56 percent in 2013, when the total is expected to reach $6.8 billion.

Text is projected to hold the top revenue position over the four-year period, but comprise less of the total by 2013. SMS/MMS is on track to generate nearly $2.8 billion in 2013, a 41 percent share of the total. The video forecast is $1.2 billion, nearly 18 percent of the whole.

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