Mobile advertising is going to be big…

Mobile advertising is going to be big, but simply translating existing models won’t work. So says a report from Visiongain, which sees opportunities for new and sophisticated forms of mobile advertising.

“As content that already incorporates advertising – like live TV programming – makes its way to mobile handsets, brands and entertainment content providers are beginning to see the value of presenting full multimedia ads with programmes.”

The entry of large online search engines into the mobile world also opens up opportunities in context-based mobile search.

In 2005 the market was worth just $255m in Europe and the United States. But the report forecasts that mobile marketing and advertising in these two regions could grow to exceed $1bn in 2009.