Mobile devices have a number of features that lend themselves to evermore sophisticated ads, an expert has claimed.

Borrell Associates chief executive Gordon Borrell said smartphone offerings like video, barcode scanners, maps, cameras and global positioning systems (GPS) could become useful tools for users of internet marketing services looking to reach an on-the-go audience.

However, there are likely to be a few spectacular failures in the mobiles ad sector as "absolutely ridiculous ventures are launched with great bravado only to disappear one or two years later".

Nevertheless, Mr Borrell said several well planned "breakouts" are likely to emerge – and he expects there to be one app that will become "the Google of the mobile device".

The expert's comments come after a study by ABI Research suggested spending on location-based advertising is set to top $1.8 billion (£1.2 billion) by 2015 as firms embrace mobile marketing.

It added that the development of these types of ads is being driven by the proliferation of Wi-Fi, Cell-ID and GPS.

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