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Mobile ad spending to rise 79%

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New York—Mobile ad spending in the U.S. is expected to rise 79% this year over 2009, reaching $743.1 million, according to a new projection from eMarketer (www.emarketer.com).

EMarketer forecast that spending on mobile advertising initiatives will continue to hit double-digit growth rates, with U.S. ad expenditures reaching $1.1 billion in 2011 and $2.5 billion by 2014. The company predicted steeper growth in display spending on banners, rich media and video, with a drop in text messaging's share of total mobile ad spending.

EMarketer cited the roles of both Apple Inc. and Google in driving mobile ad growth by “redefining the mobile device and advertising markets” via new smartphones and ad inventory.

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