The size of figures committed to mobile advertisement is pitched to surge in the emerging markets as penetration rates of mobile services continue to demonstrate an upward momentum in these markets, opening up a new revenue stream for operators of mobile networks, revealed Pyramid Research.

These upcoming markets, made up of eight countries, will altogether account for over 35 percent of mobile subscriptions worldwide by 2013. Amongst them, South Africa and Indonesia will be the two markets where the mobile sector''s share of overall advertising spending will exceed Internet medium as early as 2009.

The advertisements, which will be particularly targeting the users of mobile data services, will help boost the mobile data service revenues by 10 percent in the next five years, as mobile service adoption rates grow worldwide to account for more than 33 percent of operators' global service revenues by 2013.

Further, the anticipated growth in mobile data subscriptions will make mobile advertising a robust growth area despite an expected overall downturn in advertising spending over the next two years, said Jan Ten Sythoff, manager of Mobile Content at Pyramid Research and co-author of the report.

“Fixed-line Internet and mobile platforms will take market share away from traditional formats in the short term and grow in line with economic recovery from 2011 onward,” said Sythoff.

The Mobile and Internet platforms combined is expected to account for roughly 12 percent of overall advertising spending in emerging markets and 30 percent in developed countries by 2013.