“We need to amend the mobile advertising”- this is the new target that Google, Apple and several start-ups are trying to work upon recently. By doing so, the companies basically want to convince marketers to spend more on mobile advertising. They want to alter the format being followed by the technology industry for years as it offers very little to the markets.

The mobile advertising till now consisted of small banner ads tucked into the corner of a mobile Web page or text-message. This thereby kept the mobile-advertising market undersized, even when mobile phones continued to flourish.

Merely $416 million in 2009 were spent on mobile ads in US according to market-research firm eMarketer. Now EMarketer also believes that mobile-ad spending would grow up to just $1.1 billion in 2012.

Google, Apple and others want to change it. Google announced a $750 million agreement to get hold of AdMob Inc. and Apple bought mobile-ad company Quattro Wireless in January.

Mobile social-networking service Loopt’s Chief Executive Sam Altman said, “Advertisers want to reach people near their doorway, and when they are at that critical moment about making a decision”.

Pointing out that it will take time for the mobile marketing to grow, Google CEO Eric Schmidt said, "It's probably the case that the real impact on mobile advertising will come from products that aren't yet built”.