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Frost & Sullivan: Global mobile advertising potential is robust

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San Antonio, Texas—Mobile advertising in the U.S. is expected to reach $1.9 billion by 2012, according to a new report from Frost & Sullivan. The research firm also anticipates that the Asia-Pacific region’s mobile ad market will be even more robust, hitting $4 billion by 2012.

Frost cited wireless operators’ development of new programs both on carrier portals, or “decks,” and off-deck, capitalizing on advertisers’ abilities to cover production costs and help reduce customer costs.

In the U.S., some 85% of Americans use cell phones, offering a potential customer base of almost 250 million. Only about 15% of U.S. mobile subscribers currently use mobile Internet regularly, according to Frost.

—Christopher Hosford

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