The world's largest mobile phone group's chief executive has announced that mobile advertising will be a top area for growing revenue in Australia.

Vodafone Group CEO Arun Sarin told The Australian that he expects sales to reach more than US$100 million (AU$108 million) within a few years.

The market is still nascent, and getting advertisers to understand what they can get out of mobile advertising is the most difficult part, he told The Australian.

“We have to be there first, otherwise somebody else is going to be serving these ads,” Sarin told The Austrlain. “I am saying, guys, let's get to there fast so we can present to the advertising (sector) a common face. If we do that it will be terrific thing.”

Sarin said an important issue right now is that the industry needs to come together to decide on and define standards for mobile advertising.

John Casey, Vodafone Australia's marketing chief, told The Australian that Vodafone has already published its own set of standards, as there are no industry-wide standards for mobile ads currently.