Forecasters Juniper Research think that mobile tv will take the largest share of mobile ad expenditure by 2010. Total mobile adspend will pass the $1 billion mark this year and climb to almost $7.6bn by 2013.

There’s no reason to disagree. Increases in bandwidth makes the rise in revenues for mobile tv inevitable. Couple it with the unique targeting opportunities mobile has and you have a goldmine.

Before this happens, Juniper thinks idle-screen advertising will hold court, with revenues moving from $7m in 2008 to over $500m in 2013.

Report author Dr Windsor Holden tells us:

“While adspend in the mobile environment is still extremely limited when compared to the budgets allocated to media such as magazines, television, cinema and the Internet, the opportunities it offers -personalized advertising with very high response rates, delivered to a device which is always in close proximity to the individual - will make it an increasingly attractive proposition for leading brands.”

Juniper also thinks that advertisers will hold back until issues like poor inventory, reach and common metrics are addressed by operators and content providers. That may be so, but the time to experiment with this stuff is now.

A report from the UK’s Internet Advertising Bureau, compiled with the help of the World Advertising Research Council and PricewaterhouseCoopers, forecasts that internet advertising revenues will overtake tv ad income sometime in 2009.

OK, it’s going to be a slightly biased report talking up the net ad industry. But even if it is slightly close to the truth it is an astonishing milestone. The revenue shift is going to come from so much tv output appearing through the web, with back catalogue material appearing in archive form that is easily searchable, coupled with increasing broadband speeds.

IBM clearly spent a lot of time and effort polling 2,400 consumers and 80 advertising experts to come up with its report on the future of advertising. I suppose it comes as no surprise that there is really nothing new in what they are forecasting. The gist of it could have been written at least five years ago for some key points and ten years ago for most of the rest.

And they have the cheek to call the paper ‘The end of advertising as we know it’.

Here’s a taster from their press release:

Imagine an advertising world where… spending on interactive, one-to-one advertising formats surpasses traditional, one-to-many advertising vehicles, and a significant share of ad space is sold through auctions and exchanges. Advertisers know who viewed and acted on an ad, and pay based on real impact rather than estimated “impressions.” Consumers self-select which ads they watch and share preferred ads with peers. User-generated advertising is as prevalent (and appealing) as agency-created spots.

If you want to bore yourself with the rest, download the full 25 page pdf report here. To be fair there are a handful of nice charts and factlets in there you could borrow for your next presentation.