Mobile Phone Networks Join to Promote Advertising

The UK’s major mobile phone networks have all agreed to join together to promote advertising on mobile devices.

The networks involved are O2, Orange, Vodaphone, and T-Mobile have agreed that will use the Internet Advertising Bureau (IAB) to promote the scheme.

While online advertising has increased there has been little action on mobile advertising – and the little there has been – “lacks any standards, measurement systems and case studies to support the medium.”

the mobile advertising market has the potential to be big with targeted advertising based on consumer preferences that would be logged with the major companies, or by surfing habits on the mobile web.