LONDON, September 17 /PRNewswire/ --

- ad:tech London 2009 set to Address Best Practice for Mobile
Marketers Looking to Interact Directly With Consumers Through Their Phone

Marketers are expected to increase investment in mobile this year, as
brands continue to recognise mobile as an integrated part of their marketing
strategy, according to research from organisers of this year's ad:tech London
2009. For the first time, the event will also be hosting the Mobile Marketing
Show as part of the conference, assessing a number of topics including how
advanced, feature-rich mobile devices such as the iPhone have directly
affected the market in the past year.

Ahead of this year's show, research was conducted amongst over 1,000
visitors of last year's event, which revealed that investment in mobile
marketing was expected to more than double this year, with 37 per cent of
marketers claiming it would be an area of investment. Earlier this year ABI
Research estimated that, as new platforms for ad-supported mobile search,
video and gaming content services arrive, mobile marketing will grow to over
$24bn worldwide in 2013 from just $1.8bn in 2007.

Andrew Grill , one of the mobile advertising industry's leading
strategists and author of popular mobile marketing blog London Calling
commented ahead of his presentation at the show: "Everyone has a mobile, and
advertisers are looking to include this new medium in their marketing mix. We
need a new approach that is not about reach and frequency - but is about
relevancy. With mobile, small is beautiful. As a result, we need more
targeted and personalised messages that are actually welcomed by the end user
and therefore increases the relevancy of mobile marketing. Hence, ROI and
sales conversion - this is what everyone is looking for from mobile."

As the value of mobile marketing continues to grow, with an estimated
market value of GBP28.6 million last year in the UK according to
PricewaterhouseCoopers, it offers the opportunity for extremely targeted and
personal advertising direct to consumers. There is no question that mobile
devices allow consumers to interact immediately with advertising, and many
case studies of mobile marketing effectiveness have leveraged this in
conjunction with other media channels.

Grill continued; "Mobile is such a personal device, and so we need to
treat it in a different way - and learn from all the mistakes we made with
the internet 10 years ago - we actually know how the story will end with
mobile if we look at the lessons learnt from the early days of the internet."

Prior to her appearance as a speaker at this month's ad:tech London,
Emily Hare, Production Editor for new marketing strategies magazine
Contagious, shared her views on the impact of mobile for marketing
professionals: "The iPhone and other mobile devices have revolutionised the
market through their apps offering, particularly by allowing third-party
developers to programme apps and profit from them. Companies looking to build
an app for their brand should aim to create something that is genuinely
useful, entertaining and relevant, as without these properties engaging users
and driving profits will prove a real struggle."

Taking place on the 22nd-23rd September at Olympia, ad:tech London has
become established as the largest gathering of digital marketing
professionals in the UK (http://www.ad-techlondon.co.uk). This year's
conference programme includes the following discussions and speakers:

Mobile Marketing Effectiveness Revealed

Making sense of the mobile marketing ecosystem and understanding when and 
How it can work as a key part of marketing strategy. Panel session 
participants:

- Daniel Rosen, Group Head, AKQA Mobile
    - Andrew Grill, Mobile Advertising Evangelist & Blogger, London Calling
    - James Parton, Head of NPD, O2
    - Henry Stevens, Business Development Director, GSMA



Mobile Apps Think Tank

How have the iPhone and other mobile devices and technologies 
Revolutionised the market? What are the new marketing and media opportunities 
offered by this exploding phenomenon? Panel session participants:

- Emily Hare, Production Editor, Contagious Magazine
    - Jon Williams, CCO, Grey London
    - James Easterbrook, Director of Client Services, My Agency
    - Robert Hamilton, Product Manager, Google



To reflect a growing interest in mobile marketing, the Mobile Marketing
Show will bring together the UK's key agency buyers, brand marketers and
mobile marketing vendors to discuss how businesses can more effectively use
mobile marketing.

The full conference programme can be viewed at:
http://www.ad-techlondon.co.uk

NOTES TO EDITORS:

About ad:tech London (http://www.ad-techlondon.co.uk)

Dedicated exclusively to Interactive Advertising and Marketing
Technologies such as Search Engine Marketing, Email Marketing, Mobile
Marketing and E-Commerce, ad:tech London is the only event in the UK that
welcomes marketers from blue-chip companies and SMEs the opportunity to
investigate a complete range of end-to-end interactive advertising and
marketing solutions. ad:tech London is a unique opportunity for CEO,
brand/product managers, marketing directors, media planners/buyers, creative
directors, PR managers, campaign managers, agency executives and marketing
service providers to reveal latest trends and market figures, share best
practices, address industry challenges and further understand how digital can
generate results that translate directly into increased performance and
greater ROI.

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