Mobile advertising

Mobile advertising is a form of advertising via mobile (wireless) phones or other mobile devices. It is a subset of mobile marketing.

It is estimated that mobile app install ads accounted for 30% of all mobile advertising revenue in 2014, and will top $4.6bn in 2015, and over $6.8bn by the end of 2019. Other ways mobile advertising can be purchased include working with a Mobile Demand Side Platform, in which ad impressions are bought in real-time on an Ad exchange.

Some see mobile advertising as closely related to online or internet advertising, though its reach is far greater — currently, most mobile advertising is targeted at mobile phones, that came at an estimated global total of $4.6bn as of 2009. Notably computers, including desktops and laptops, are currently estimated at 1.1 billion globally. Moreover, mobile advertising includes SMS and MMS advertising units in addition to the advertisement types served and processed via online channels.

It is probable that advertisers and media industry will increasingly take account of a bigger and fast-growing mobile market, though it remains at around 1% of global advertising spend. Mobile media is evolving rapidly and while mobile phones will continue to be the mainstay, it is not clear whether mobile phones based on cellular backhaul or smartphones based on WiFi hot spot or WiMAX hot zone will also strengthen. However, such is the emergence of this form of advertising, that there is now a dedicated global awards ceremony organised every year by Visiongain.

According to the research firm Berg Insight the global mobile advertising market that was estimated to €1 billion in 2008. Furthermore, Berg Insight forecasts the global mobile advertising market to grow at a compound annual growth rate of 43 percent to €8.7 billion in 2014.

There are limitations to rich media on mobile because all of the coding must be done in HTML5, since the iOS does not support flash.

There are hundreds of handsets in the market and they differ by screen size and supported technologies (e.g. MMS, WAP 2.0). For color images, formats such as PNG, JPEG, GIF and BMP are typically supported, along with the monochrome format. The following gives an overview of various handset screen sizes and a recommended image size for each type.

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