The trend of declining voice tariffs and the inability of data revenue to offset those declines are spurring mobile operators globally to look at other sources of potential revenue.

Mobile advertising is now coming to the fore as operators look to packaging inventory and standardizing media formats to become a new media channel for advertisers. In addition, ad agencies and advertisers are beginning to show interest as the immediacy, targeting and interactivity provided by mobile phones increases the impact of ad campaigns compared to traditional media.