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As more consumers embrace new technologies and devices such as smartphones, personified by Apple's iPhone, mobile advertising is seen growing at an annual average of 45 percent to reach $28.8 billion within 5 years from a current $3.1 billion, according to Ineum Consulting.

"We have launched many mobile campaigns for the first time in the last three months. New people are coming in every week," said David Kenny, Managing Partner at VivaKi, the digital arm of French advertising group Publicis.

Social networks such as Facebook, which were becoming "increasingly mobile," and applications for the iPhone would be key drivers, he said.