A survey of marketers betrays an emphasis on banner and text formats for mobile ads, reports Advertising Age.

The survey of advertiser perceptions divined what marketers in a variety of industries are focusing on, as well as what is losing favor.

In the mobile category text ads were the most popular, with 70 percent current adoption. 69 percent of respondents also said mobile text ads would be in their future plans.

Banners, search and video also play a part in how mobile marketers are planning for the future. Search enjoys 36 percent adoption, and another 45 percent will include the functionality within six months. Likewise, video is on six-month plans for 42 percent of marketers.

But current use of video has dropped to 29 percent, from 31 percent six months ago. Marketers say adoption will ramp up as technology improves.

Podcast advertising is also dropping in popularity, falling to 24 percent from 33 percent six months ago.