A report by Forrester Research finds most marketers expect the effectiveness of mobile ads to grow in the next few years, Brandweek reports.

83 percent of surveyed marketers see the effectiveness of mobile advertising rising over the next three years. That view is based largely on the increasing dependence on mobile devices by consumers, 20 percent of whom say they can't live without their mobile device.

Effectiveness of mobile marketing efforts shall increase as handheld technology progresses where data transfers, including video streaming, as well as the display of rich graphics, lower in cost and broaden in availability to consumers.

The report cautions marketers that many users find mobile advertising annoying. 65 percent are annoyed by ads that appear while web pages load, 57 percent when ads appear alongside maps, and 56 percent simply found banner ads irritating on the whole.

Video pre-roll ads were considered the least annoying format.

Forrester also cautioned marketers against expecting mainstream mobile breakthroughs in 2008. Growth will occur over time, as new formats are tried and providing consumers grow to accept ads as part of the mobile experience.