Researchers are predicting wireless ad spending will surge to $2.9 billion in 2011 -- up from $1.4 billion -- but the good news comes with a warning that consumer intolerance for messages on cell phones will put a damper on the best laid marketing plans.

According to new data from Jupiter Research, ad spending on mobile marketing will grow substantially over the next five years, driven primarily by mass-market penetration of cell phone usage in the U.S.

However, despite the uptick in spending, the report found that less than 10 percent of cell phone subscribers have been targeted or participated in mobile marketing.

“By the end of 2006, 29 percent of agencies and 22 percent of online advertisers plan to be using SMS/MMS campaigns, while 16 percent of agencies and 18 percent of online advertisers will be leveraging short codes on product packaging and within non-mobile ads,” according to the report, which was prepared by Jupiter analyst Julie Ask.

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