Companies will invest up to $11 billion (£6.9 billion) worldwide on internet marketing services for mobile platforms by 2015, it has been claimed.

Research by Juniper revealed the rise – up from $3.1 billion this year – would be down to organisations seeking to exploit "the personalised, targeted advertising and high levels of user engagement that mobile has to offer".

Many firms would be concentrating on apps to take advantage of this growth, with more businesses offering services such as location-based marketing that would deliver ads to customers who enter a designated area.

However, there are other possibilities for mobile advertising that should not be overlooked, according to the report's author Dr Windsor Holden.

"In many instances, a simple, interactive, opt-in SMS-based campaign might be far more effective," he stated, noting that apps should not be automatically seen as the optimal format.

Elsewhere, it was recently claimed by Renegade Media's Dave Barton that the emergence of iPad-only publications such as Virgin Group's PROJECT could also provide a new market for advertisers to tap into.

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