The rollout of the 4G network is set to spark advances in the adverts appearing on smartphones, reports ft.com.
Reporter Robert Cookson explained that the ultrafast nature of this next-generation internet access will supply the bandwidth for marketers to create some truly advanced content – adverts that are personalised to the user and that are able to ask them questions.
Mobile advertising spending more than doubled in 2012 in the UK, according to Mr Cookson, with this investment not forecast to let up. Among the innovations due to appear thanks to 4G routers and sims is speech recognition technology within adverts.
Victor Malachard, chief executive of Adfonic, said: “I’d say what makes mobile different is first and foremost the personal nature of the device. If you’re engaging with a person through a smartphone or tablet, you’re going to have that person’s attention far more than if you were engaging with them through desktop or television or print.”
The possibility of using the 4G network for such rich media adverts largely relies on consumer take-up of the service and mobile network EE is confident of hitting its target of one million customers by the end of the year, reports theregister.co.uk.
It has signed up 318,000 people for 4G so far – it currently has a monopoly on the service but rivals will join the fray later this year.