If I were stop total strangers on the street and ask them what formats came to mind when they thought of advertising, most would probably say television… print… internet… and possibly radio.  That's just a guess.  But I doubt many would mention mobile advertising.  Even though I've been talking about it a lot, the reality is that it hasn't become mainstream just yet.  I say "yet" because new reports are all starting to say the same thing:  something big is about to happen with mobile advertising.

Internet Retailer has a great summary of a newly published study by ABI Research that says mobile advertising is poised to see a double-digit growth spurt.

The growth, which the study says should happen over the next five years, will greatly expand the mobile advertising industry.  To day, mobile advertising has yet to break the $2 billion barrier.  And according to Internet Retailer, professionals at ABI Research are reporting 2 - 3% clickthrough rates with mobile advertisements.  That's more than ten times the clickthrough rate for an internet banner ad.

I've said it before but I'll say it again:  the next few years are going to be very interesting as we watch this industry evolve!