Another outlet that is experiencing rapid growth as a venue for advertising is the mobile device market that includes smartphones and tablet computers. The growth in mobile device advertising is being fueled by technological advances occurring with the computing power of hand-held devices as well as significant gains in speed of data delivered over wireless networks. Not only are advertisements displayed when a mobile device user opens a web browser to view Internet sites, advertisements are also embedded within specialized applications or “apps” that run on these devices.
Also, with geographic positioning features included in newer mobile devices, the medium provides marketers with the ability to target customers based on their geographic location.
This burgeoning method of advertising is expected to grow at tremendous rates. In particular, this market shows potential demand throughout the world. The potential of the mobile advertising market has attracted a number of high-powered companies, including Google and Apple, who provide technologies for serving ads to mobile devices.