According to eMarketer’s latest report (“Mobile Search: Clash of the Titans”) mobile search in the US will account for about $715 million by 2011. This would represent 15% of the total mobile advertising market, which is estimated to be worth $4.7 billion by that time.

This expected rapid growth of revenue has led to interest from the big internet companies – Google, Yahoo!, MSN and AOL have been getting more and more involved in mobile search.

Here are some recent news stories about mobile search:

Google tests AdSense for Mobile

Yahoo! Signs Six Mobile Operator Deals Across Asia Pacific

4th Screen Advertising launches Mobile Search Division

Who wins Mobile Search: Internet incumbents or mobile start-ups?

John du pre Gauntt, senior analyst and author of the report says “Too much money, talent and technology are moving into the mobile marketing space to expect that users, let alone advertisers, will stay content to search within the carrier’s walled gardens that predominate today.”

The report looks at:

• Why is mobile search attracting so much interest?
• What is the likely mobile search opportunity for marketers?
• Who are the main mobile search players?
• What are some potential wild cards?

See eMarketer’s press release HERE