Advertising via portable devices may be a growing sector but it has some way to go before equalling the level of success of other traditional platforms, it has been advised.

UK Web Media, which provides access to the latest deals from a host of broadband providers and also owns the mobile-phones.co.uk website, believes phone-based marketing strategies are not yet challenging other systems.

Andrew Lim, editorial director at the firm, said there had been a great deal of interest and investment in the mobile advertising sector that was leading to more sophisticated and targeted campaigns.

However, he explained that to suggest the level of success the platform is currently enjoying is outstripping industry analysts' expectations was a little too emphatic, as recent figures had not detailed conversion rates.

"It's really targeted and a lot of people are wanting to be involved in something new […] but the reality is that only very few platforms and only very few mobile advertising solutions have the kind of effect that people expect," Mr Lim concluded.

His comments follow the publication of the UK's first mobile advertising study from the Internet Advertising Bureau and PricewaterhouseCoopers - which showed marketers were spent a total of £28.6 million on mobile advertising last year.

It was noted however that this figure was significantly lower than the £3.35 billion that regular online advertising had seen spent by firms - a figure that accounts for 19.2 per cent of all advertising expenditure.

Categories: Broadband, Wireless Broadband, Business Broadband

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