Media Playground 2010: “Apple and Google setting the standard”

Apple and Google are setting the standard for the mobile industry, which can only be a positive thing for mobile advertising moving forward, said Nikki Mendonça at MediaTel Group’s Media Playground 2010 event in London today.

John Tigg, head of mobile at Yahoo! UK, thinks Apple’s new personalised mobile ad platform ‘iAd’ will “see lots of investment in mobile from brands and advertisers”, although he warned that it is necessary “to look beyond the iPhone to reach the mass market”.

Meanwhile, Shan Henderson, head of sales at O2 Media, is expecting a similar venture from the Google and AdMob partnership, which he said is a “welcome movement”.

“It’s a great thing.  [These ventures] will bring attention to the industry and build revenues,” Tigg added.