San Francisco-based independent ad network InMobi says mobile ranks first in media consumption among Americans, at 2.4 hours of the 9 hours spent consuming media on mobile devices and outpacing TV (2.35 hours), PCs (1.6 hours) and any other channel. In addition, U.S. mobile users are acclimating to mobile ads; they now have the largest impact throughout the purchase process for U.S. consumers –with 59 percent of consumers saying they are influenced by mobile ads, followed by 57 percent who are influenced by TV ads. The majority of U.S. mobile users, InMobi notes, say they’ve been introduced to something new via their mobile devices (53 percent) and 21 percent ended up buying something…Etisalat Nigeria has launched a permission- and preference-based mobile ad service in collaboration with Alcatel-Lucent, which created a national “ecosystem” comprising key players in the Nigerian advertising market, including advertising brands and media agencies, to launch the service to Etisalat Nigeria’s 13 million mobile subscribers. The operator says it’s already seen “very impressive results” from Optism-supported campaigns run by Nigerian Breweries, Coca-Cola and Sprite.

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