Prime time for mobiles

Mobile advertising is widely accepted to be inevitable given the ubiquity of the device, experts at the Mobile TV World Summit concluded recently.

According to panelists at the event in London, mobile advertising is about to go prime time because phones now have the processing power to handle all types of rich media content.

Consequently, this 'third screen' is now a viable choice for advertisers wanting to create advertisements of the quality that are available on other digital media. Users have responded positively to mobile marketing campaigns too, by exhibiting a quantifiable appetite to consume more. And mobile advertising works even though it is held back by regulations and issues of the viewing experience (lengthy navigation or download times) and the cost of the necessary bandwidth, the summit heard.

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