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IDC report finds mobile marketing brand spending doubled in 2006

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Framingham, Mass.—Brand spending on mobile marketing more than doubled last year, according to a new IDC report on U.S. mobile marketing and advertising.

The report, which IDC will discuss at its Directions 2007 conference in San Jose, Calif., on March 6, and in Boston on March 14, finds that mobile marketing represents one of the most promising opportunities for marketers.

According to the report, mobile marketing messages must capture the attention of and engage users. An IDC survey found that mobile users show limited tolerance for pre-roll mobile messages that last for more than eight to 10 seconds.

Information about the conference is available at .

—Kate Maddox

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