Developments in phone handsets will help to drive advances in mobile advertising, according to one expert.

Andrew Lim, UK Web Media’s editorial director, said the two sectors go "hand-in-hand" and that the advertising should continue to move forwards as handset technology becomes increasingly sophisticated.

He pointed to the Apple iPhone and other application-heavy devices as providing a "real possibility to advertise" in the future.

However, Mr Lim suggested it remains to be seen how well people are actually reacting to mobile adverts and how many are clicking on them.

Approximately £28.6 million was spent on mobile advertising in 2008, according to Internet Advertising Bureau and PricewaterhouseCoopers figures.

This was up 99.2 per cent year-on-year, a growth rate in excess of expectations and the performance of the rest of the advertising market as a whole.

Paid search advertising accounted for just over half of overall spending – 50.2 per cent – while display advertising took 49.8 per cent.

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Written by Mazuma

Mazuma Mobile is the UK's most trusted mobile phone recycling service.

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