News
MIG boss: 'More ad inventory needed'
Tim Green Oct 6 2008, 3:51pm
Barry Houlihan says the mobile ad sector needs to create more opportunities for brands.
Mobile Interactive Group managing director Barry Houlihan has called on the mobile industry to create more ad inventory for media buyers to choose from.
Speaking to ME about his company's plans in the sector, Houlihan said more innovative rate cards were also required if the mobile ad space is to fulfill its potential.
He said: "[The mobile ad sector] is not easy, with just one per cent of all brand ad spend going on mobile. There needs to be more inventory, and we need to show that there’s more to it than banners.
But the potential is there.
"We’ll invest £500,000 in [MIG subsidiary] 4th Screen this year, and we will continue to incubate it within the group. But I’m sure other companies in the space are going to find life difficult."
To read the full interview, click here.
