According to the Mobile Marketing Association, total U.S. spend on mobile marketing will grow from $1.7 billion this year to $2.16 billion in 2010.

Mobile takes a bite of online.  According to the Mbile Marketing Asscocation, total U.S. Spen on mobile marketing will grow from $1.7 billion this year to $2.16 billion in 2010.  Google's $750 million purchase of mobile ad network Admob reinforces that 2010 will be a significant year for mobile.  We expect to see more consolidation in the mobile.

With Apple's iPhone, google's Adroid and RIM's Blackberry platforms making the smartphone choices more attractive to consumers and cost of access slowly coming down, mobile web usage numbers will increase.  The iPhone alone has now reached 57 million units worldwide, the fastest uptake in the history of technology.  The real innovation will be increased adoption of the next-generation mobile browsers that will make the mobile web look and feel more like the applications we know today.

	While web-based mobile, despite its growth, still only reaches a relatively small number of people, this niche audience can be particularly attractive to some brands and we'vd seen many targeting successes.  Mobile provides the ability to target by site, phone model, demographics and
location, all of which can be useful to advertisers.  In addition, Dynamic Logic's normative advertising effectiveness data already suggests that mobile is two to five times better at driving brand metrics than online, and we expect this differential to remian consistent in 2010.  All of this means that mobil may well start to take control.