The global mobile marketing industry was worth $1.8 billion in 2007 and is expected to grow to $24 billion by 2013, according to ABI Research (release). The big difference over the past 12 months has been the integration of mobile marketing within cross-media brand campaigns. Still, the prediction calls for a greater than 50 percent compound annual growth rate, which is pretty high.

Meanwhile, a survey of 1,000 adults in the US by GFK/NOP Research found that “one in three mobile phone users have seen or heard mobile advertising in the fourth quarter of last year, with SMS being the dominant medium delivering the ads...One-third of people who received mobile advertising recalled a brand being promoted; 41 percent of women recalled the ads, while only 27 percent of men were able to recall them” reports Information Week. The survey found that 56 percent of people in the US use SMS (which seems low) and 27 percent use the mobile web (which seems high).