Time to embrace mobile advertising

After a number of false starts mobile is shaping up as an exciting medium for advertising. Simon Andrews, Mindshare's Digital Chief Strategy Officer, looks at why brands should embrace this new medium and how they can start to learn what works and what doesn't.

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Context

30% of adults in Ireland rely solely on a mobile phone and have no landline, with this figure rising to 45% among 25-34 year olds.

Region : Europe

Internet penetration rose to 63% in Dec 08 according to the latest Comreg figures. Of all those accessing the net, only 24% do so at work, compared to 82% at home. Laptop ownership is driving the increasing reliance on mobile broadband devices.

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