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08:07 22nd July 2011
Ads on mobile phones are more efficient in reaching their target audience than other outlets because of their targeted nature, according to Jon Mew, director of mobile and operations at the Internet Advertising Bureau.
"The targeted nature of mobile means you have the opportunity to make advertising more relevant than on any other media," he said.
But he went on to advise mobile advertisers to "optimise their creativity" for maximum impact.
The expert said that that relevancy was also imperative – something that the targeted nature of mobile ads makes easier.
"On mobile it's key that advertisers think about optimising their creativity for a mobile device and that the ads are relevant," he added.
His comments emerged as a recent YouGov poll found that only five per cent of smartphone users welcome adverts on their device.
Posted by Derek Oldman
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