Prospects for mobile advertising in 2009 are promising despite the economic downturn, but realism is called for, says Analysys Mason, a telecoms research firm. Consumers will be spending more time at home, and looking for free and inexpensive entertainment and information. As such, advertisers require high-impact media that are highly engaging and highly personal in order to deliver the best value for money. Mobile advertising has the potential to address both of these needs effectively. "For mobile, the downturn creates a conflicting set of pressures. On the positive side, mobile advertising will benefit indirectly from the accelerating shift of advertising spend from traditional to digital media, particularly as consumer take-up of mobile entertainment services grows in line with greater take-up of 3G," says Alexandra Rehak, an analyst at Analysys Mason. Article