IAB - Mobile marketing thrives in Canada

Revenues from Canada's mobile marketing sector more than doubled in size during the year before last, according to a new report.Research by the Interactive Advertising Bureau (IAB) showed that the industry generated $2.7 million in 2007- up from $1.1 million a year earlier.The organisation believes a similar increase took place in 2008, as estimates suggest revenues reached $5.2 million last year.Peter Vaz, vice president of the IAB's emerging platforms council, said the figures demonstrate the growing stature of mobile marketing in the wider advertising sector.He commented: "Mobile marketing is poised to move from one-off experimental campaigns to becoming an important part of the overall interactive marketing mix."Mr Vaz added that the nature of the content on offer will move beyond SMS messages into more sophisticated application-based campaigns, using mobile content and video.This comes after the Mobile Marketing Association predicted that mobile phones will account for a "significant" amount of overall advertising spending in the next five years.

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