InMobi, an independent mobile advertising network held an adverting and publishing workshop at Sankara, Nairobi. The event which aimed at show the potential of mobile advertising media and advertising professionals, kicked off with a presentation of mobile phones as an advertising media and what their future entails in terms of market reach by Isis Nyong'o, InMobi's Vice President and Managing Director, Africa.

iHub Nairobi research show that mobile penetration in Kenya is now at 62%, this therefore, provides an excellent opportunity for advertisers to take advantage of this advertising platform.

InMobi mobile insights indicate that mobile advertising will soon cannibalize other forms of advertising such as print media and online platforms. This trend is being fanned by diffusion drivers like Google who are enabling local players' access internet via their mobile phones and other mobile devices.

Currently there are over 65 million mobile subscribers in Africa, who access internet through their phones; this means advertisers will get more impressions on mobile web. Nyong'o pointed out that forms of mobile adverts such as landing pages, download coupons, videos and leads are interesting and attract potential customers more compared to the normal fixed SMS based adverts.

InMobi anticipates that Africa will have over 12,7500,000 smartphones by 2015, as the mobile ecosystem comes together. "Huawei will be launching a new version of Ideos smartphone in Nigeria, contributing to the growing number of smartphones in Africa", says Nyong'o. Affordable prices have been a major contributor to the adoption of smartphones and tablets in Africa. This should help businesses aggressively pursue their targets through mobile web.