Businesses looking to make the leap into the world of mobile internet marketing would do well to ensure their ads engage the customer and are wholly unique.

This is the advice of Nicole Leverich of AdMob, who told internetnews.com that the mobile channel provides advertising opportunities that are not available on the desktop-based internet.

One example of an innovative mobile ad is that of an electronic retailer allowing consumers to tap in their zip code in an ad and display a Google map showing local stores and details of product availability, she said.

Ms Leverich stated: "The smartphone is making a big impact on mobile advertising as the devices are engaging the mobile user and providing a lot more opportunity for advertisers to reach out in different ways."

Spending on mobile marketing is expected to increase by almost 150 per cent in the next four years, according to a poll of major brands carried out by Vanson Bourne for O2 last year.

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