Mobile marketing initiated in countries such as Japan and South Korea has taken off in western Europe and is beginning to grow in North America, new research reveals.

ABI Research estimates that, as new platforms for ad-supported mobile search, video and gaming content services arrive, mobile marketing is expected to grow to over $24bn worldwide in 2013 from just $1.8bn in 2007.

"The clear difference in this market over the past 12 months has been the embracing of mobile marketing as an integral part of cross-media brand campaigns," said ABI Research director Michael Wolf.

"Mobile is no longer off-limits in the minds of advertisers, but is seen as a personal way to reach consumers who can be incentivised through information services and compelling content, as well as more relevant and targeted messaging."

Wolf warned, however, that the market is still very much a "wild west" environment and will take time to develop.

Hundreds of mobile marketing platform providers have sprung up, and larger players such as Google, Yahoo and Nokia have made significant investments in this fast-changing market.

Emerging players in the ad network and software space, such as Admob, Enpocket/Nokia and Millennial Media, are becoming important new players in a market that is similar to the internet advertising gold rush of the late 1990s.

"In these early stages many of the technology platform players are also doubling as the interactive agencies for large brands," said Wolf.

"However, we see large ad agencies and their interactive divisions or partners increasingly working with key platform providers as roles become more defined."