Mobile advertising is slowly catching up globally as well in India as advertisers realize vast potential of the medium. And as interest for this upcoming avenue for income generation gains attention more and more research as well as forecast related to the field emerge.

One such research by research firm Breg Insight lays out the top five sources of revenue generation for the mobile advertising media.

Ad-funded business models are expected to do well particularly among the low-end or entry level segment of consumers. These consumers are forecasted to opt for mobile advertising in a big way in lieu of free voice minutes, SMSs or similar freebies. Price sensitive consumers especially the younger lot too are expected to find favour with this avenue.

In the internet backed model, smartphones are predicted to contribute significantly as users will access web on mobile through these devices and targeted ads can be displayed on the mobile handsets or the portal itself.

The most significant source of mobile advertising revenue generation will come from guess what, the idle-screen. This is what Breg Insight claims as it states that the medium will be hit due to consumers keeping the handset in close proximity for most part of the day and tending to look at the display screen of the handset many times a day. Embedded advertising on the idle-screen and in the user interface would provide an unmatched exposure, says Breg Insight.

Existing digital and mobile media firms would hold advantage over new entrants says Breg Insight research the reason mainly being that incumbents would have first mover advantage while the latter will find arranging for funds a tad difficult.

Innovations in the field which will give rise to new forms of advertising would also rope in reasonable revenues.