Experts To explore Opportunities In Mobile Advertising

A MAJOR awareness campaign that could lead to boom in mobile advertising may have begun last week with the meeting of advertising agencies and information communication and technology (ICT) programme developers in Lagos to examine prospects and challenges in the platform.Participants of the workshop held at the instance of InMobi Mobile Advertising, a global mobile advertising network, examined opportunities in smartphone and scored mobile potentials in the country high. But they observed that brands are slow in mobile platform utilisation to reach their target audience.Vice President/Managing Director of InMobi Africa, Isis Nyong'o, said the company was ready to partner programme developers, agencies and advertisers to unlock opportunities in mobile platform.She expressed the commitment of InMobi towards growing the market for the benefit of all, noting that mobile platform has a far-reaching impact since more people have access to handsets than other electronic media. Mobile advertising, she observed, has more chance of succeeding in developing countries than other advertising via other Internet platforms as more people access the Internet via mobile owing to poor access to computers in the region.She charged developers to come up with programmes the public and brands can relate with in terms culture and values. Adverts generated from such programmes, according to her, have more sustainable impacts and stands the test of time.Nyong'o said InMobi applications are fully compatible and apply to all mobile devices formats and countries.With the current growth of the country's elecommunications sector, Head of Solution Sales, Nokia West Africa, Teemu Kiijarvi, said future economic breakthrough would come from mobile segment.On his part, Head of Development and Technology, Fans Connect Online Ltd, Tope Omotunde, argued that over 70 per cent of the country's Internet penetration comes via mobile platform. He noted that while advertiser in the country see mobile marketing as addendum, the option has become an indispensable campaign tool in developed countries.
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