In a world where the number of mobile phones is believed to outnumber humans, it’s no surprise that advertisers – which are losing consumers’ eyeballs in traditional segments – are looking to mobile as the next frontier. And it’s a rather profitable frontier at that.

According to Gartner Inc., revenue from global mobile advertising is set to grow by a whopping 400 percent between 2011 and 2016. By 2013, Gartner forecasts that worldwide mobile advertising revenue will reach $11.4 billion – up from $9.6 billion in 2012 – and $24.5 billion in 2016. In South Africa, turning to mobile as a primary medium for ads is a no-brainer: despite the fact that half the country’s 50 million or so people live below the poverty line, more than 75 percent among those in low-income groups aged 15 or older own a mobile phone.