Small screen, big potential

Thomas Wailgum

Predictions of growth regarding the use of mobile phones for advertising vary, but all agree that the medium will expand greatly.

Small screen, big potential

Thomas Wailgum

It has been hailed as the billboard of the future, and it is forcing many advertisers to think small. Really small - say, two inches. It's the tiny glowing screen on a mobile device, and despite its diminutive size, it could very well become the next big content channel.

While TV and Internet-based video advertising still receive the lion's share of ad budgets, the so-called third screen has added a unique twist on how consumers choose to view advertisements. For mobile users, the concept of choice is about the ways in which they...

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