Mobile advertising is a rapidly growing sector providing brands, agencies, and marketers the opportunity to connect with consumers beyond traditional and digital media directly on their mobile phones. When designing a mobile advertising campaign, there are multiple channels available to reach the consumer. Those include mobile web sites, mobile applications, mobile messaging and mobile video.
Mobile applications are a rapidly developing segment of the global mobile market. They consist of software which is running on a mobile device and which performs certain tasks and provides utility for a mobile phone user. Mobile applications are common on most mobile phones today. They are key to providing user interfaces for basic telephony and messaging services, as well as for more advanced and entertaining experiences such as playing games, browsing and watching videos on mobile phones.