Rapid growth in mobile use across Latin America and a generally more welcoming consumer attitude toward mobile ads mean that marketers in the region should pay more attention to the platform, advises Telefonica's director of global ad sales, Simon Birkenhead. "Mobile advertising in Latin America is expected to grow faster than any other region because of the cultural attitude to mobile advertising and people using their phones. ... Marketers presume that Latin America is not ready for mobile advertising because it hasn't taken up online advertising as much, but that's not the case -- the audience is ready for mobile," Birkenhead said at this week's MMA Forum in London.

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