Delegates to this week’s International Advertising Congress in London are under WAP-assault by mobile communications giant Nokia and UK cellular network Orange.

The duo have loaned phones to each delegate with a view to demonstrating the delights of WAP-driven ads. The commercials come from exhibitors at the Congress, and the phones also relay conference information and provide access to selected Web sites.

Explains Christian From, Nokia's industry marketing manager for Europe and Africa: "Europe is ahead in mobile phone technology, so we're providing an international audience with the chance to experience what you can do with a mobile Internet." He predicts that by the end of next year WAP technology will allow advertisers to send live videos to individual phones. The service will roll-out from Japan in 2001 and into Europe by 2002 .

Feedback from the 150 delegates who test the service each day of the conference will be collated by Helsinki-based research company Suomen Trenditieto.

News source: Advertising Age - International Daily