Mobile firms seeing ads coming to handsets

The long awaited uptake of the potentially lucrative mobile advertising market by advertisers and consumers has actually started to happen, companies from Canada, Egypt and Poland said.

Advertisers have great hopes for the cellphone market due to the personal nature of phones and the potential to know where customers are at any time, but have been held back by the small screen size and potential hostility from customers. The sector got a major boost from Google's deal to buy mobile ad firm AdMob late in 2009, and Apple's acquisition of Quattro Wireless.