Mobile video productions 'work well with marketing'Video and other features make mobile devices a good tool for marketers, says expert.
The growing market for internet-connected mobile devices such as smartphones and tablet PCs could provide new opportunities for advertisers, it has been claimed.
According to Gordon Borrell, chief executive of a research and consulting firm Borrell Associates, the ability to display video and other features common on mobile devices makes them a good tool for marketers.
"Mobile devices afford an array of features that work well with advertising and marketing - things like video, GPS [Global Positioning System], barcode scanners, maps, cameras, et cetera," he said.
While Mr Borrell predicts that many companies will launch outlandish mobile-based ventures destined to fail, there remain huge rewards to be made.
"I suspect there will be one big app that will be the Google of the mobile device. We haven't seen it yet, but we have seen several that think they will be," he said.
One area currently seeing growth is location-based mobile advertising, with a recent report from ABI Research finding that businesses are primed to spend $1.8 billion (£1.2 billion) worldwide on this in 2015 as part of their overall mobile marketing budgets.
Posted by Angela Metcalfe