Mohd Irfan*! Ashwani Kumar Gupta*?

ABSTRACT

Mobile in itself is becoming as a powerhouse of advertising medium, the immense and regular speeding up of smart phone's global impact providing a novel and electrifying avenue intended for advertising. The main reason behind the remarkable growth in mobile phone advertising are raising number of Smartphone uses, 4G and 3G infiltration, which has resulted in more time spent on mobile devices, thus it provides an opportunities for enhanced advertising monetization through targeting ad inventory consolidation. As the advertising world shifting from an extremely patchy landscape towards one that is becoming more networked “Technological innovation has simplified buying mobile inventory at scale, enabling advertisers to better reach larger audiences across multiple publishers and advertising networks,” This paper will examine the opportunities and challenges pertaining with mobile advertising and will provide a clear picture of future trend and potential for mobile advertising in India. Keywords: mobile advertising, opportunities, challenges, advertisers.