Today, as a rapidly growing number of consumers use their smartphones and tablets to interact with content on-the-go, mobile advertising has become the medium of choice for marketers across the globe.

This is a trend backed by a recent report by Nielsen, a global information and measurement company, which highlights that the average smartphone user in the US spends upwards of 60 hours a week consuming content on a mobile device.

Technological advances are ensuring that the mobile is now one of the most effective mediums of advertising. We are witnessing innovation across the mobile ad space including areas of data analysis, relevant ad serving, and in building new innovative features such as real-time bidding, pixel tracking, and native ads—all of which help to vastly increase the effectiveness of ad campaigns.

Data analysis is currently among the most significant tools in mobile advertising. Gathering, analysing and leveraging big data allows advertisers to reach their desired target audience by drawing up a detailed user matrix. This is then used to undertake a user profiling and segmentation exercise—giving advertisers the ability to serve highly targeted, hyper-local ads to users in a completely automated manner.

We are also seeing advertisers use innovative targeting options to reach mobile users with only the most relevant ads. Geo-based, hyper-local, demographic-based, and device-specific targeting are targeting routes that marketers are adopting to ensure increased conversion rates on their mobile ad campaigns.

A unique retargeting option currently being employed by mobile advertisers is pixel tracking. As the name suggests, pixel tracking follows a user’s online movement and reveals appropriate ads to increase conversions—such as for incomplete transactions. Since it literally follows a user’s web footprint, pixel tracking works efficiently to enable better data collection using cookies, enhanced ad serving, and more personalized content.

Other rich features vying for advertisers’ attention include real-time bidding (or RTB) and native ads—both of which are being employed in mobile ad strategies today. An intelligent, dynamic auction process, RTB is transforming the way mobile ads are purchased. With live bids placed for each user impression, RTB has proven to be a transparent and efficient tool for mobile advertisers.

Similarly, by integrating seamlessly into the content and user experience of a mobile app, native ads are non-intrusive and ensure many more clicks and conversions for an ad—giving advertisers and app publishers more value with every click.

As the adoption of smartphones grows at an unabashed rate globally, cross platform and cross-device advertising is poised to be the next big thing to influence mobile advertising. Cross device advertising targets users on their desktops, and trails them to their smartphones and other mobile devices. Similarly, advertisers can also follow users across platforms—iOS, Windows, and Android—and retarget them with similar advertisements.

These new innovations are set to make the mobile advertising market more efficient, more powerful, and certainly more lucrative.