The global market for mobile advertising is projected to reach $32 billion by the year 2017, driven by the rising ownership of mobile phones, increasing use of sophisticated mobile devices including smartphones, and availability of high bandwidth, high speed data networks, according to a report by Global Industry Analysts.
The potential for growth is particularly high in the emerging markets of Asia and Latin America due to the large population base with significantly high penetration of mobile devices.
Japan, Asia-Pacific, and the United States dominate the global mobile advertising space. Messaging represents the largest segment in the global mobile advertising, while the 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.
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.