Mobile Phone Blog:

The amount of money marketers are now spending on advertising through mobile phones is exceeding expectations, according to a new study.

Research conducted by the Internet Advertising Bureau (IAB) and PricewaterhouseCoopers (PwC) found that expenditure via the platform in the UK alone reached £28.6 million last year.

It is claimed this level of investment is now growing much faster than had previously been predicted and could be due to the fact companies admire the way in which such advertising targets consumers and offers fast return on investment.

PwC spokeswoman Eva Berg-Winters commented: "Mobile advertising has shown impressive, steady growth throughout 2008 in an overall declining advertising market."

She added that the combination of online advertising and mobile web use could make the medium "very powerful […] over the next few years".

Recent figures from PopCap show that 50 per cent of mobile gamers – a demographic which a number of marketers focus on – play during work hours.

How much advertising do we need on our mobiles?

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