Advertisers Look To Big Web Brands In Mobile

While mobile advertising is growing strongly, apparently most advertisers are sticking with the familiar names they know from the web rather than the new start-ups targeting mobile. “Advertisers are buying up space on TWC, ESPN and other high-profile wireless Web sites, but lesser-known sites are still awash in excess inventory–even if those sites are wildly popular among young mobile users. AirG, for instance, recently surpassed the 20 million-customer mark, delivering its social networking offering in 10 languages and across more than 100 mobile operators. But despite the attractive demographics of its user base, the Vancouver, British Columbia-based startup is struggling to sell more than 10 percent of its ad space…

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