The world market for mobile marketing and advertising is expected to be worth about $3 billion by the end of 2007, and is likely to reach $19 billion in value by 2011 if mobile search and video advertising is included.

A recent study from ABI Research said some of the highest levels of spending will come in the broadcast mobile video space, with spending for broadcast mobile video advertising alone expected to hit $9 billion by 2011. By 2011, the report said mobile video will surpass SMS as a source of mobile marketing spending, due in part to mobile broadcast networks' presence in all major markets.

But for this market to reach its full potential, the New York-based research firm said carriers, advertisers, and marketing companies must utilize multiple technologies and business models to bring their messages to mobile consumers.

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