Posted 9 November 2009

In an interview with eMarketer, co-founder and chief executive officer of social media site MocoSpace, Justin Siegel, said that "awareness at the highest level is significant".

He added that while a number of agencies do not currently view mobile as a high priority, they are still aware that "at some point this will be a significant opportunity for them".

Mr Siegel's comments come after Millennial Media released its State of the Industry: Mobile Advertising report, which found that 60 per cent of non-mobile marketers plan to make use of the channel in 2010.

Its survey also showed that spending on mobile strategies is expected to increase next year, with 15.4 per cent of respondents planning to invest more than $1 million (£602,000).

More than three-quarters (78 per cent) of companies that had launched mobile marketing campaigns said that the medium met their goals.