A recent study claims that the launch of portable media players with Internet browsing facility will encourage the reach of mobile marketing. These types of media players with improved interfaces and capabilities that allow rendering of HTML websites will also facilitate consumer demand for online access on portable devices.

According to the vice president of Jupiter Research, San Francisco, Julie Ask, people will use mobile web services even more, if there’s a big enough screen and there’s a full browser with a fast connection to the device. She also added saying the majority of page views and ad impressions on mobile phones and portable media players are on a small screen with a mini-browser. However, impressions and click-through rates per device are higher for devices with full browsers.

Ms. Ask added saying that mobility adds a time and space dimension to media and advertising which will help push CPMs. She also observed that ads with location tags are selling five-to-tenfold premiums over basic ads. Add to that the use of demographic and behavioural data combined with devices which support rich media, this makes fertile ground for mobile marketing.