A new report has warned that advertising and marketing dollars flowing to mobile have lagged behind consumer usage of mobile phones.

eMarketer estimates that US mobile ad spending, including messaging-based formats, will reach US$416 million in 2009.

However, eMarketer predicts that spending on mobile advertising will gain momentum over the next five years, reaching US$1.56 billion by 2013.

Messaging-based advertising will continue to be an effective way to reach mobile users. However, the proliferation of smartphones will fuel the growth of additional mobile advertising opportunities, including search and display as well as emerging formats such as applications and video.

"While many marketers have been reluctant to embrace a channel that lacks proven use cases, an increasing number have begun to realize the 'additive effect' of mobile on their other advertising and marketing efforts," said Noah Elkin, senior analyst and author of the report "Mobile Advertising and Marketing: Change Is in the Air." "As smartphones proliferate and marketers move beyond experimentation, budgets will steadily increase."