Dive summary:

• A study by Informa Telecoms & Media expects an increase from $8 billion to $12.8 billion in mobile global advertising revenue next year.
• The increased revenue is expected because of more effective engagement with users.
• Mobile advertising continues to gain more credibility and understanding that it may not lead to revenue, but it can increase subscriber loyalty.

From the article:

… “There is growing recognition of the importance of the mobile medium but when it comes to advertising, most brands and advertisers have not yet managed to effectively engage users and consistently achieve the desired returns with mobile advertising campaigns,” says Shailendra Pandey, senior analyst at Informa Telecoms & Media. …