By 2017, the market for mobile advertising is forecast to hit a global value of US$32 billion. This growth is set to be driven by a number of major factors, including the increasing number of consumers with mobile phones, the availability of high internet bandwidth and the rise of the more sophisticated mobile phone; the smartphone. Growth potential in the mobile advertising market is particularly high in the emerging economies in Latin America and Asia.

Mobile advertising is becoming essential for the success of any marketing campaign, particularly as the communication increasingly becomes wireless. With the number of active mobile subscriptions far exceeding the number of Internet users, mobile is emerging as one of the most lucrative channels of marketing and advertising. Customers have the ability to the use mobile phones from any location and at any time, a factor that positions mobile advertising as one of the channels to wield immense influence over various consumer decisions in real-time environment. The market's edge is also attributed to the richness of available data. In view of the enormous benefits of mobile advertising, budgets for the ad format are set to witness rapid growth.

According to Global Industry Analysts, Japan, Asia-Pacific and the United States dominate the global mobile advertising space. Asia wields strong influence in the global market driven by the continuous increase in mobile ad spending. Advertiser efforts would be driven by the rising penetration of 3G networks in several Asian countries, and the growing number of mobile owners in highly populated countries such as China, India, and Indonesia. For a large section of the consumers in emerging markets including China, mobile devices constitute the primary means of accessing digital content. Consequently, advertisers are placing increased emphasis on such regions, as against the mature markets wherein the penetration rate of personal computers is significantly high.

Messaging represents the largest segment in the global mobile advertising, while Search segment is set to witness fastest growth through 2017. SMS is the most primitive and the most cost-effective means of mobile advertising, as almost every mobile user in the world has access to SMS service. This is particularly true in Asia, where SMS communication has become integral to the communication culture of the people, providing a faster, low cost and less intrusive means of communication. Familiarity with SMS also grants advertisers an opportunity to bridge digital and traditional campaigns such as offering SMS codes in order to obtain more information. Japan represents the single largest market for messaging.

Mobile advertising market is characterized by high degree of fragmentation, with intense competition existing between handset makers and various operating systems. The market is expected to consolidate and witness alliances and partnerships, as players look to integrate location-tracking capabilities with mobile phones and social networks. Leading players are expected to focus on acquisition strategy and look to integrate technologies, products and services into their platforms for offering end-to-end mobile ad serving capability. Major players profiled in the report include 4INFO Inc., Amobee Inc., AOL Advertising Inc., Enpocket Inc., Google Inc., Jumptap Inc., Medio Systems Inc., Rhythm New Media Inc., Ringleader Digital, Velti PLC, and Yahoo! Inc.

The report titled Mobile Advertising: A Global Strategic Business Report provides a strategic review of the industry, key market trends, recent product launches, strategic corporate initiatives, and profiles of key market participants. The report provides annual sales estimates and projections by the following geographic markets - US, Canada, Japan, Europe, Asia-Pacific, and Rest of World. Key segments analyzed include Messaging, Search, and Display. Global Industry Analysts

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