Companies looking to boost the success of their mobile internet marketing campaigns may be interested in the results of a new study by GfK Technology and location-based social network Brightkite.

Its latest Mobile Advertising Report shows that smartphones are driving the growth of marketing on the mobile platform.

Indeed, some 38 per cent of mobile phone users said they had seen internet marketing on their handsets during the first three months of the year.

This compares to 59 per cent of smartphone users, such as those with Apple iPhones or BlackBerry devices from Research in Motion.

The top format for marketing on smartphones was found to be mobile web advertising, while for traditional handsets it was SMS advertising.

Jonathon Linner, chief executive of Brightkite, said: "We are seeing consumers adopting a much broader set of mobile applications and services and this is exposing them to new ad formats."

In a recent blog post, Alexander Shaida from Econsultancy said mobile marketing is becoming an increasingly important channel for advertisers.

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