SAN FRANCISCO: Mobile adspend in the US and western Europe will top $5 billion (€3.5bn; £2.5bn) by 2012, according to a report from Opus Research. It predicts the mobile ad market in the two regions will be worth $106.8 million by the end of 2007, rising to a total of $5.08bn in five years.

Of that amount, which will include revenue across voice-based search, SMS, WAP, texts and downloads alongside pay-per click ads, western Europe is expected to post an overall figure of $2.8bn, with the US contributing $2.3bn.

Among the report's other predictions is that the differences between the various mobile ad sectors will become increasingly blurred, leading to integrated, or "multi-modal", campaigns.

Greg Sterling, who conducted the study, said: "We're now entering a period where hope and hype turn into reality as mobile subscribers find dramatic improvements in the user experience and a greater ability to obtain information on the go."

Data sourced from BrandRepublic (UK); additional content by WARC staff