Advertisers predict a mobile future

Mobile phones will eclipse television to become the key route for advertisers to reach consumers, the head of an advertising network predicts.

Andrew Robertson, who was appointed chief executive of BBDO last year with a brief to shake up the network, said wireless devices such as mobile phones, laptops and BlackBerry email technology could help to ameliorate the problem of TV viewers fast-forwarding TV adverts.

"We are rapidly getting to the point where the single most important medium that people have is their wireless device," Mr Robertson said.

"It's with them every single moment of the day. It's genuinely the convergence box that everyone has been talking about for so many years," he told the Financial Times.

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