According to a new research report from the Gothenburg, Sweden-based analyst firm Berg Insight (, the total value of the global mobile marketing and advertising market will grow from € 2.6 billion in 2010 at a compound annual growth rate (CAGR) of 37 percent to € 17.2 billion in 2016.

This will correspond to 15.2% of the total online advertising market or 3.8% of the total global ad spend for all media. As the digital convergence blurs the differences between devices the definition used for mobile advertising is that it is the digital media exposed on a mobile handset screen. The report predicts that a major boom in mobile advertising is on its way after having remained on an experimental stage for several years.

“The popularity of smartphones and the increasing availability of mobile media that can include mobile advertising are the main game changers,” says Rickard Andersson, telecom analyst, Berg Insight. “Brands are now progressively embracing the mobile channel, including the entire range of apps from games and entertainment to utility applications. Also mobile web advertising and opt-in SMS campaigns are popular.”

He adds that advertisers are also keen on exploring opportunities with location-based advertising (LBA) making marketing messages hyper-relevant both in time and place.