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13:54 27th May 2010
The iPhone has shown what can be achieved in mobile advertising but it still holds a relatively small place in the market, according to Christian Louca, managing director of mobile marketing provider YOC UK.
He explained that while Apple's device has "helped to show the industry what can be achieved", it "remains a small segment of the global mobile ecosystem".
Mr Louca's comments came as recent figures by Smaato showed that mobile operating system Symbian has more than double the click-through rate of Apple devices in the US mobile advertising market.
The findings prove that the iPhone is not everything in mobile advertising, the report said.
According to Mr Louca, iAd, the in-app advertising platform introduced by Apple in April, is "far from being revolutionary", but could "create a better user experience around what is already possible".
Mr Louca acknowledged the lucrative opportunities advertising in apps offer for developers but stressed that it represents only a small part of the global mobile advertising opportunity.
Posted by Derek Oldman
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