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21:06 19th April 2010
Apple's new mobile advertising platform, iAd, could be a "big catalyst" for the next-generation of mobile marketing, according to James Atkinson, editor of Mobile.
"Mobile advertising has been talked about for quite a few years and it hasn't really gone beyond SMS [Short Message Service]", Mr Atkinson said.
He added, however, that the technology, along with the adoption of smartphones and 3G, would "kick-start" mobile advertising, noting that "Apple tend to do these things incredibly well".
Apple aims to make mobile ads less intrusive with iAd, which will display full-screen video and interactive advertising content without forcing iPhone users leave their application.
According to Mr Atkinson, the company should adopt an "opt-in" approach to in-application advertising to avoid irritating iPhone users by dropping adverts into apps without warning them beforehand.
His comments came as a new report by Borrell Associates said that mobile marketing is poised to reach dominant penetration levels quicker than any medium before it.
Posted by Paul Davis
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