eMarketer's own projections include the entire mobile ad economy: creative, related IT and other related spending.
Asked about the range of spending that mobile ads will drive, John du Pre Gauntt, senior analyst at eMarketer, noted that "Some US universities have courses in mobile marketing right now. Mobile is at a point where online was 10 years ago."
eMarketer's projections are also generally higher than those of other researchers, based on heavy adoption of mobile advertising in the rapidly growing BRIC economies—Brazil, Russia, India and China. Total worldwide spending on mobile message advertising alone will reach $14.2 billion in 2012.
In the US, spending on mobile ads will reach $6.5 billion in 2012, up from $1.7 billion in 2008.