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by Stephen Logan on 29th December 2009
Advertising on mobile phones has changed substantially in recent years and has the potential to see significant growth in the future, an industry insider has asserted.
Eva Berg-Winters, digital media expert at PricewaterhouseCoopers, highlighted the impact of smartphones such as the iPhone, which have helped transform the mobile marketing landscape.
She described how the advertising industry has undergone "tremendous change", with the market for promotions on mobile devices growing during that time.
Ms Berg-Winters predicted that this trend could continue and see the sector establishing itself more firmly as a result of further take up of smartphones.
"Across the media industry, digitisation has transformed business models structurally and this will continue through 2010 and beyond," she added.
This month, ZenithOptiMedia estimated that the world advertising market could see growth of 0.9 per cent in 2010, after experiencing a difficult year in 2009.
The report showed that spending in the sector fell by 10.2 per cent during the past 12 months.