Microsoft, Apple and Samsung are set to engage in an almighty advertising battle this Christmas with some analysts forecasting their combined expenditure could rival that of a Presidential election.
They are expected to splash out a combined $5bn during the run-up to the all-important seasonal market with Microsoft setting aside an estimated $1.8bn for the launch of Windows 8.
Samsung meanwhile is expected to dole out $2.7bn to plug its Galaxy series of mobile devices this year whilst arch rival Apple spends just shy of $1bn.
Marketing budgets have increased by over 50% at a host of digital firms in recent years, notably at Amazon and Google, which both splashed out $1.4bn in 2011.
This has led Enders Analysis to speculate that global budgets for mobile promotions could top $5bn.
Benedict Evans of Enders Analysis said: “One and a half billion for Windows 8 sounds like a lot of money, but in the context of these companies it seems reasonable and appropriate. Microsoft need to communicate a fundamental change in their platform that is hugely strategically important to them in terms of driving their business into mobile."