Mobile Ads Years Away: Execs
Advertising on mobile phones has enormous potential to become a significant platform for marketers, but any breakthrough is years away and major operators must work together to succeed, executives said.
Mobile operators increasingly see advertising as a powerful offering, given falling traditional voice revenue, as it allows brands to target consumers based on their location and at times of the day when they are otherwise hard to reach.
Executives from advertising and telecoms groups told the Reuters Technology, Media and Telecoms summit mobile advertising was inevitable and would become hard to resist.
But it was still at the experimental stage, and many brands and mobile operators were wary of alienating customers.
“It
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