Mobile advertising is still in a relatively nascent stage across the BRIC countries (Brazil, Russia, India and China), and each market will develop along a different trajectory, per eMarketer.
China, which has the largest mobile subscriber and Internet population, will emerge as a significant mobile advertising market by 2012, although spending will still be low relative to the size of its user base. In Brazil, India and Russia, spending levels across the primary mobile advertising channels -- messaging, display and search -- will remain modest.
Given the high concentration of SMS usage, especially relative to the low level of mobile Internet usage in all the BRIC countries but China, messaging-based campaigns will provide marketers with the widest exposure to mobile consumers.
However, as smart devices proliferate and consumers' appetites for advanced applications such as video increase, marketers will have more sophisticated opportunities to engage mobile users.
