Even before Google's acquisition of AdMob was revealed,
The Guardian (UK) reported that mobile advertising is on the rise. MediaCom -- which is thought to spend more on mobile than any other
agency in the UK -- expects 100% year-on-year growth in its mobile marketing operation. Meanwhile, according to a survey of media buyers carried out by the Internet Advertising Bureau, understanding
of mobile advertising in the industry has dramatically increased year-over-year, with the number of people saying they had a handle on the medium rising from 24% of respondents in 2008 to 42% this
year.
That said, the health of the UK mobile Web is still contingent on the big five mobile networks agreeing on an accurate way to measure traffic. Presently, they are working with the
GSMA, the body that represents the industry, to come up with a system similar to that already in place to record TV and radio audiences.
Read the whole story at The Guardian (UK) »
