Companies thinking of investing in mobile internet marketing may be interested to hear that, according to one expert, the medium has a lot to offer.

In a new set of guidelines issued by the Internet Advertising Bureau, Jeremy Copp, chief executive of Rapid Mobile Media, said marketing via mobiles is about more than just banner adverts on mobile websites.

His comments are included in the article, titled ’10 things you absolutely have to know about mobile advertising’, along with those from other experts in the field.

"A wide range of formats can be delivered as campaign components from text links in SMS messages through to full screen static or video display adverts within applications or mobile internet sites," said Mr Copp.

Rachel Wright, business development director at Phonevalley, also extolled the benefits of mobile internet marketing, pointing out that mobile phones allow consumers to interact with advertising immediately.

And David Fieldhouse, mobile manager at MediaCom, added that with iPhone users having downloaded over one billion applications since the launch of the handset, there is much scope for advertisers to reach consumers in this way.

Meanwhile, Nokia has opened up a new applications store for its mobile handsets. The Ovi Store will offer thousands of apps for use on more than 50 devices.

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