There is much similarity between online banner ads and mobile display ads. It is only one method which is available for aspiring mobile marketers. The other methods for are text messaging, ads within applications, video, search advertising.
The usage of the smart phone is a primary driver of this new and growing industry. The penetration of the smartphone in the US currently is about 20 percent. The potential of the mobile marketing carries to mobile devices of all types.
As given by Apples’s acquisition of Quattro wireless and Google’s takeover of AdMob, many big technology firms are getting involved. There are alo independent networks which are serving this market like Millennial Media, Jumptap and Greystripe.