Apple’s upcoming launch of the iAd for iPhone and iPod touch devices will set the stage for a revolution in mobile advertising, according to one expert.

James Atkinson, editor of industry magazine Mobile, said the rise in smartphone use in recent years shows there is a growing audience for these types of online marketing services, while the proliferation of 3G networks – and the impending introduction of 4G – means the infrastructure is in place to deliver rich media ads, such as video.

The iAd, which is set to be officially unveiled on July 1st, will spark rapid growth in the use of mobile advertising because when Apple launches a product "they tend to do it very well and then everyone else goes ‘we better catch up’".

"I think the time has come for mobile advertising other than just a straight text message," Mr Atkinson added.

Econsultancy senior reporter Graham Charlton recently claimed that mobile e-commerce sites are set to take off now that major brands such as eBay, Amazon and Marks & Spencer have launched their own platforms.

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