Over the five years to the end of 2015, mobile ad spend will grow at a compound annual rate of more than 40% from about $500 million in 2009, according to estimates from ABI Research.
This robust growth will be due to mobile marketing being inexpensive compared to traditional media, aside from being highly targeted and naturally paired with rich mobile content
However, a constraint to this growth is fragmentation due to the lack of standardized device platforms, networks, and web browsers, and the need for different campaign formats for different kinds of messages.