Is 2012 the year when mobile hits the big time in the US and most key advertising markets? For search advertisers—mobile advertising, both organic and paid—has been “next year’s opportunity” for years. Investment continues to be muted, limited to web development projects—where SEO considerations are often secondary to creating basic functionality. On paid search, Covario sees that mobile represents less than 5% of overall all paid search advertising spend.  However, with Google’s recent decision to buy Motorola, the interaction of mobile technology and advertising is being integrated and solidified.

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