3rd September 2009
Experts on the Internet Advertising Bureau's (IAB's) Mobile Council have come up with a number of tips for businesses looking to reach customers through mobile applications.
Paul Taylor of the Central Office of Information called on executives to ensure they consider users' needs as well as business objectives when developing a new app.
Developers should also bear in mind that while ads within applications can be good for advertisers, users should be sent to a mobile-optimised site if they click on them, said Jonathan Abraham of AdMob.
Kieron Matthews, marketing director for the IAB, added that apps should always be as close to the brand as possible.
"Tone of voice, brand values, message, production values and brand fit are essential in making a great brand app," he commented.
The UK mobile advertising sector was worth £28.6 million last year, representing an increase of more than 99 per cent compared with 2007, according to the IAB.
Category: Mobile Web Applications
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