Mobile advertising is increasingly important, as cell phone adoption rates, especially smartphone adoption rates, soar. With a range of mobile advertising options, including SMS, WAP, mobile app display ads, search ads, rich media, video and push notifications, the landscape can be a bit complicated.

After a tough 2009, advertisers are expected to increase mobile and digital marketing budgets over the next year. With this in mind, it’s essential that advertisers keep up-to-date on their options in the mobile space.

Here are five mobile advertising trends to watch over the coming year.

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One of the major ways the world is changing is through the introduction, and subsequent proliferation, of location based services (LBS).

The combined forces of smart-phones, mobile broadband and location-aware applications are connecting us in more meaningful ways to the people, organizations, events, information and companies that matter most to us, viz. those within a physical proximity of where we live and where we operate.

Geolocation is the new wave of innovation that will define our marketing efforts in the coming years. It will contribute significantly to end the age-long problem of finding targeted prospects for your business.

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According to a recent survey conducted in the US, in the months of March, April, and May, it has been reported that the consumption of mobile content is increasing everyday. Though the change in the figures is small in some cases, they have definitely increased than the figures from February.

The survey focused on the market shares of the different manufacturers of smartphones. Google Android showed a change of 4% but the percentage changes of the new version of the iPhone could not be included as it was launched much later. Smartphones also showed an increase of 8%.

The astonishing fact was that accessing social media through mobile phones showed an increase of 20.8% as opposed to 2.6% in February. Analysts have predicted that accessing social media will show a further increase of 7% from the month of May. Using browsers and downloaded applications have shown figures like 2.3% and 2.1% respectively. Downloaded applications might show an increase of 13.3% in the next quarter. The popularity of the apps is because they are inexpensive, easy to use, and also have a viral angle to them.

According to a new report, online marketers are focusing on developing mobile strategies. Almost 74% of the businesses surveyed admitted that they already have a mobile strategy or are developing one. Out of the 109 companies surveyed, one in five companies have fully implemented their mobile strategies.

It is necessary for most companies to adopt mobile marketing as customers are mobile all the time. It has tremendous potential and is expected to grow significantly in the years to come. Many big brands have already invested in this form of marketing and other companies are now realizing the benefits that it has to offer. Many online marketers are dedicating most of their marketing budgets to email marketing, affiliate marketing, and paid search.

A new report has confirmed that mobile marketing is growing on a global scale. According to the report, mobile ad impressions have increased by 61% in the second quarter of 2010 as compared to the first quarter. 44 markets have also reported a monthly increase in traffic, as opposed to 32 markets in the first quarter. Mobile marketing is being adopted by all the big companies like Yahoo!, Google, and MSN.

India is the second country to have the highest number of mobile impressions, ahead of the U.S. and the UK. For mobile advertising to grow more, companies need to generate ads according to the demands of the customers.