Of course, expanding wireless coverage, widespread data plan adoption and loads of free apps that rely on advertisers are all contributing to the growth of mobile advertising, in addition to the explosion of smartphone usage.
But the kinds of advertising on smartphones we're seeing today are not the kinds of advertising we'll see next year.
Today, messaging-formats take the largest piece of advertising spending – which, come to think of it, sounds ineffective. After all, whenever I've received text messages from advertisers, I try to trace it back to the offending app and delete said app immediately. I much prefer my advertising in the form of a banner and, thankfully, this is the sector that's growing the fastest (like the kinds of ads you see while playing Angry Birds).
Smartphone advertising may be annoying but it allows for the proliferation of free apps we see today on Android Market. Or would you rather pay for your app? That is the question.