Nokia to open mobile advertising labs


Nokia said it will open a series of "Ad Labs" in an effort to verse traditional advertising agencies in the intricacies of the mobile advertising model. The handset giant will open Ad Labs in London and Boston, promising training and certification for "creative and media personnel at agencies serving global brands" according to Nokia vice president and head of mobile advertising Mike Baker, speaking Wednesday at the Cannes International Advertising Festival. "We want to be a catalyst in the mobile advertising ecosystem," Baker added. "It is seen as somewhat of a black art practiced in a cottage-industry fashion... There are a lot of mobile ad technologies now, so arguments about reach and measurement issues are not relevant. It is creative that is holding the medium back. There are not a lot of practitioners in planning and creative concepting [for mobile ad campaigns]."

For more on Nokia's Ad Labs effort:
- read this Guardian article

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