The rapid growth of mobile marketing spend in the US is projected to reach up to 80% this year 2012, an equivalent to $2.61 billion, according to eMarketer report. A notable figure of last year disclosed the impressive rise of mobile ad spending at $1.45 billion compared from the $769.6 million in 2010.

Two of the major contributing factors that led such an explosive growth are played by Google and Apple; with the former’s mobile search business and heightened interest in display inventory for both smartphones and tablets, and the latter’s widespread adoption of iPhones amounting to global sales of 37.04 million units in the last quarter of 2011.

“As mobile devices become a remote control for our lives, the more indispensable they become; the more they’re being used for search, to browse the web and use applications, and the more that drives up impressions and overall activity,” eMarketer’s Analyst Noah Elkin said.

Mobile search and display will account a growth this year, to include spending on banner and rich-media ads; and video to rise. However, SMS, MMS, and P2P messaging are seen to drop at 12.2% from 19.6%.