The increased integration of the internet with portable devices and the emergence of mobile tablet computers like the iPad are creating new opportunities for brands to reach their target audience, according to one expert.

Tim Elkington, head of research at the Internet Advertising Bureau, said a recent study by the organisation found that £37 million was invested in online marketing services for mobile platforms last year.

While this may be "relatively small" in terms of overall advertising spending, the market is "growing very rapidly" thanks to the increased adoption of smartphones and the new generation of tablets.

As a result, web-based ads are no longer confined to reaching potential customers through their home or work PC – they can now target buyers on the go.

"In short, I think because it's more convenient for the consumer, more and more people will be using [mobile advertising] in different situations," Mr Elkington said.

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