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07:08 21st October 2010
Developments in the IT industry have paved the way for the smartphone and its take-up is promoting the use of mobile advertising, according to Gordon Borrell, CEO of Borrell Associates, a research and consulting firm that tracks local advertising.
"Phones are quickly going from audio-only to graphical, so we have the proliferation of 'your ad here' opportunities," he said.
The expert went on to say that there has been a "swift uptick" in the percentage of mobile phone owners in the US swapping their handsets for more advanced smartphones.
As a direct consequence of this change, he explained, there are now large numbers of people staring at a tiny screen. He pointed out how relatively speaking, not many people had access to the internet when the world wide web first came out.
Mr Borell said smartphone take up will see mobile advertising become increasingly significant because "advertising abhors empty space".
Posted by Rachel Hughes
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