Spending in the mobile advertising space will be approximately $4 billion worldwide this year, so despite perceptions to the contrary, we can safely assume it’s an area to watch in the coming years. To get a clearer picture of mobile advertising’s future, it helps to first explore the current landscape — the key drivers and players involved today. With these as a backdrop, a five-year outlook such as this comes into greater focus and leads to a discussion of the major players to watch as 2016 approaches. Companies mentioned in this report include Foursquare, LivingSocial and Zynga. For a full list of companies, and to read the full report, sign up for a free trial.