Mobile advertising 'has much to offer'

15th June 2009

The mobile platform has numerous advantages over other marketing channels for advertisers, an expert has said.

Those engaging in mobile advertising are likely to find that it offers better targeting and a sense of immediacy that might not be found on other platforms, according to Jon Mew, the Internet Advertising Bureau's head of mobile.

He added: "The relationship that people have with their phones also makes it more powerful because it is such a personal device."

Despite this, marketers should be wary of the "double-edge sword" that the mobile channel can be as there is a danger of being too intrusive with mobile campaigns, Mr Mew warned.

Worldwide spending on mobile advertising will exceed $6 billion (£3.6 billion) by 2014, according to a recent forecast from Juniper Research.

However, mobile marketing will still only account for 1.2 per cent of total global spending on all forms of advertising, the analyst noted in its report.

 

Category: Mobile Web Applications

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