The majority of companies engaged in internet marketing services activities will look to capitalise on the opportunities afforded to them by mobile, it has been claimed.

A report by the Association of National Advertisers (ANA) in partnership with the Mobile Marketing Association revealed 88 per cent of firms in the US will look to take advantage of the platform this year.

Expenditure will also rise, with 75 per cent saying they would put more money into the area in 2011, for an average spending increase of 59 per cent compared with 2010.

The study also found that organisations that reported the highest success rates were those that integrated their mobile advertising with other platforms and used a wide range of metrics to analyse their performance.

Bob Liodice, president and chief executive officer of ANA said: "With the anticipated increase in adoption this year, we expect to see fresh, innovative approaches, increased brand-building success and better accountability for this exciting channel."

Recently, the Interactive Media in Retail Group claimed more consumers are engaging with mobile services when on the high street.

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