Mobile advertising is the communication of products or services to mobile device and smartphone consumers. The mobile advertising spectrum ranges from short message service (SMS) text to interactive advertisements.
Mobile advertising is a subset of mobile marketing.
Mobile advertising targets users according to specified demographics. Mobile networks identify related mobile profiles and preferences and displays corresponding advertisements when consumers download and uses data services like games, applications (apps) or ring tones.
The Mobile Marketing Association (MMA) is a non-profit global trade association that fosters mobile marketing and advertising technologies. It regulates associated terms, specifications and best practices. MMA also oversees global mobile advertising units in messaging, applications, video, television and also on the Web.
Mobile advertising can be done in the following ways:
Mobile Web: Text tagline ads, mobile Web banner ads, WAP 1.0 banner ads, rich media mobile ads
Multimedia Messaging Service: Short text ads, long text ads, banner ads, rectangle ads, audio ads, video ads, full ads
Mobile Video and TV Advertising Units: Ad breaks, linear ad breaks, nonlinear ad breaks, interactive mobile video and TV ads
Mobile Applications: In-app display advertising units, integrated ads, branded mobile applications, sponsored mobile applications
According to Gartner, the mobile advertising market will continue to be driven by smartphones and tablet devices