The era of mobile is here and we are lucky to witness the way it has seen a sea change and evolved to be an inseparable part of our lives. Today, it is inherently difficult to separate a man and his mobile. According to the FICCI–KPMG Media & Entertainment 2013 report, the rapid increase in mobile and wireless connections is driving the growth of internet penetration in India and its key beneficiaries are new media segments, including internet advertising, online classifieds, and gaming.

The MMA Lexicon Subcommittee proposes the lexical framework to categorize mobile video ad units for the ease of communication and transaction within the mobile advertising industry among brands, agencies and technology providers.

Singapore is one of the most digitally advanced markets in the world. Consumer adoption of mobile devices has fascinated the industry. There is no doubt that Singaporean consumers love their gadgets.

This can even been seen in the smartphone penetration in the market.  Recent research shows that smartphone penetration alone in the market was at 90 per cent for a population of 5.31 million.  The penetration of mobile devices, pegged at 7.8 million, is stated to be at 150 per cent.