NMA MOBILE: Mobile needs to champion its full range of benefits

April 2011
Money Marketing;4/15/2011, p130
The article discusses how the mobile advertising industry can be successful. According to a research, SMS can be effective as an advertising medium; but SMS share of mobile ad spend declined to 5 percent in 2010 in Great Britain. Internet Advertising Bureau's (IAB) director of mobile Jonathan Mew says that the increased popularity of smartphones and mobile Internet among consumers means they are searching on their phones more regularly, and this is an opportunity for mobile advertisers.


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