Mobile 'most exciting advertising medium ever'

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Mobile phones could possibly become one of the main sources of advertising in the near future, an industry insider has suggested.

Mobile advertising is becoming increasingly popular, though it still only accounts for one per cent of total advertising spends in the UK.

However, in her role as vice-president of Connected Life at Yahoo! Europe, Geraldine Wilson deals with display advertisements for 3, T-Mobile and Vodafone.

She believes "mobile has the potential to be the most exciting advertising medium ever", the Guardian reports.

"As an interactive medium, mobile is out on its own, and there is such a rich variety of ad formats to leverage that power: video messages, banners, paid search, mobile games," she told the newspaper.

Blyk launched a mobile last year that offers cheap calls and texts for people aged between 16 and 24 if they agree to receive mobile advertising.

Shaun Gregory, Blyk's chief executive, said that this allows the firm to "create a dialogue and engage customers".

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