When a 

mobile phone has a web browser to use

theWWW, we called that asmobile web. Mobile web mainly uses light weighted pages written in Extensible
Hypertext Markup Language (XHTML)and Wireless Markup Language (WML) but with development of
newtechnologies in mobile sector variant of web formats are used including HTML which is commonly found in
desktop web. And hence the mobile web are getting extremely popular for advertisements.
In a report published by Online Publishers Association “Going Mobile” stated that 18% of users watch ads if they
were offered free mobile content. The report also revealed that one out of ten mobile users have purchased based on
web advertisements. 13% of the users have gone to website to check out more about the product or the services
and 11% visited the stores of the products. This is a very good number considering the fact that there are
total 68.4 million mobile web users according to Nielsen and still growing.
The advert in mobile web is worth several billion dollars. And the number is increasing rapidly. According to a study
by Nielsen Company (2008) due to mobile web the audiences of many top internet sites have gone up by 13%. As
consumers considered mobile web as an extension of PC web thus increasing the overall web time.

One of the biggest advantages of advertisement through mobile web is that there is no competition. The ad is
showing on single screen so the user can not juggle with many screens unlike the AdWords which can take on the
keywords and might overshadow the advertisement.

The mobile is a very personal device; people like to keep it with them all the time. So a PC can not reach where
a mobile can reach and it is cost effective too, if you compare it with the laptops or smart-phones. Though there are
few limitations with the mobile web usage. Small screen of the mobile might be a little annoying for certain users.
There is no navigation device which limits the flexibility in navigation though touch screen mobiles might be solution
for this. Sometime mobile web could be slower, thus adverts which are generally heavier in size because of graphics
for catchy viewing might take quite a time to download.

Despite of several disadvantages the mobile web is simple to use and easy to read thus can be an excellent
medium for the advertisement.