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 which targets users according to specified demographics, history, and buying behavior. Mobile networks identify related mobile profiles and preferences and display corresponding advertisements when consumers download and use data services like games, applications (apps) or ringtones. The market for mobile advertising is anticipated to expand at a CAGR of approximately 15% during the forecast period from 2017 to 2022. The market is expected to reach 244.57 billion in terms of revenue by 2022.

According to the report, the global mobile advertising market was valued USD 105.36 billion in 2016 and is expected to reach around USD 244.57 billion by 2022, growing at a CAGR of 15% for the forecast period from 2017 to 2022.

The mobile advertising market players have been focusing on the innovations in terms of technological advancements to cater to the specific needs of several consumers. The rise in a number of mobile internet users and increased awareness are major factors driving the growth of the mobile advertising market. However, the growth in Adblocker solution adoption is one of the major restraints for this market. In addition, age-group specific mobile advertising contents can be a major potential opportunity for players in this market in the forecast period.

The global mobile advertising market is segmented on the basis of types, solutions, devices, verticals, and regions. The type segment for the mobile advertising includes display advertising, in-app advertising, in-game advertising, and search advertising among others. Further, on the basis of the solution, the market for mobile advertising is segmented into advertisement campaign solutions, content delivery solutions, integrated solutions, mobile proximity solutions, reporting, and analytics solutions among others. The device segment covers digital cameras, feature-phones, smartphones, tablets, and others. On the basis of industry vertical the market for mobile advertising is segmented into banking & financial services, fast moving consumer goods (FMCG), healthcare, media and entertainment, telecommunication & IT sector and others. The market is analyzed based on five regions namely North America, Europe, Asia-Pacific, Latin America and the Middle East and Africa.

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Some of the major participants in the mobile advertising market are Applovin Corporation, Avazu Inc, Chartboost Inc, Facebook Inc, Flurry Inc, Google Inc, InMobi Pvt. Ltd, Matomy Media Group Ltd, Millennial Media Inc, and Smaato Inc.