20th August 2009
The Central Office of Information (COI) has urged industry bodies to do more to offer guidance and best practices on how to best deploy advertising within mobile applications.
According to new media age, advertisers are concerned that mobile app ads may damage brands' reputations if they link out to websites that have not been developed specifically for the mobile medium.
Despite this, Google - which launched its AdSense contextual advertising service for mobile apps earlier this year - claims that many mobile phone browsers are now well-equipped to handle full websites.
Franco Beschizza, head of mobile for the COI, argued: "The danger is consumers will get a bad experience if a site isn't optimised for mobile.
"If you're buying keywords for mobile, you must make sure the experience is really good."
A report published by FirstPartner earlier this year suggested that the UK mobile advertising sector will be worth €200 million (£171.7 million) by 2013.
Category: Mobile Web Applications
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