I just got a hold of the latest report by Jupiter on on mobile marketing in the US - the new report "US Mobile Marketing Forecast, 2006 to 2011" was released on October 23rd. Within the report, JupiterResearch projects that total spending on mobile messaging and display advertising will grow from $1.4 billion in 2006 to $2.9 billion in 2011.

"With more than 220 million mobile subscribers in the United States, there are new opportunities for companies looking to reach consumers in a highly targeted manner on a personal device," said David Schatsky, President of JupiterKagan.

I agree that there are all sorts of new opportunities in mobile, but I also believe it will take some time for brands to take the big step and put some money behind a mobile marketing idea.