As mobile devices become more of a mainstay, the mobile advertising realm is sure to get bigger. According to eMarketer, the mobile advertising industry is already worth $6.4 billion, and it is expected to grow to more than $23.6 billion by 2016.

As the advertising industry for smartphones and tablets continues to develop, an August 1 Xconomy article highlighted some of the new ways in which companies are trying to maximize their market share.

One example cited as a new method of advertising for mobile devices was rewards-based ads. As opposed to more static banner ads typical of website-based campaigns, this type of advertising on mobile devices seeks to make a more interactive experience based on some of the functionality found in games.

Another way ads for mobile are changing is in how location and personal data affects the message. For example, mobile video ads could be targeted to reach only people in specific cities with a variety of niche interests.

One of the keys for successful advertising on mobile is to differentiate such advertising from general internet campaigns. Smartphones and tablets continue to evolve, and mobile advertisers need to adapt as rapidly as the technology, according to author Gregory Huang.

An example of the ever-changing medium of mobile technology is the incorporation of multiple screens. A July 17 Pew Internet study found that 52 percent of adults use a cellphone while watching TV, and Huang wrote that this phenomenon will be important for mobile advertisers to consider and leverage.