U.S. mobile ad spending, including display, search and messaging-based advertising, totalled US$320 million in 2008, and exceeded $593 million in 2010, according to eMarketer. In 2013, it is expected to surpass $1.5 billion, detailed in World Digital Media Trends 2010, released by the Shaping the Future of the Newspaper project and the World Association of Newspapers and News Publishers.
To break down as national versus local, back in 2005, U.S. mobile national ads accounted for $138 million, while local was only niche, according to the 2009 third quarter data from Borrell Associates. In 2014, national mobile ad spending is forecast to exceed $5.5 billion, while local mobile ads will surpass $4.7 billion.
To break down by format, in 2008, SMS accounted for $100 million, making it 63 percent of total U.S. mobile ad revenues in that year. Search totalled $39 million and display made up $21 million, each contributing 24 percent and 13 percent, respectively, according to data from the Kelsey Group and eMarketer.