Tim: dig-it: How does an agency like 4th Screen Advertising fit into the broader advertising industry?

Mark: We are a sales agency for mobile publishers and operators - it our job to sell mobile advertising to brands and media buying agencies on behalf of these site owners.

dig-it: Is it all about serving ad banners on small screens?

Mark: No, there are lot of targeting options available on mobile you don't get on any other channel. For example, on mobile you can target specific handsets such as Blackberry users.

dig-it: How much is this market worth right now do you think? And how much will it be worth in 5 years?

Mark:The market is still very small in the UK - a typical campaign spend would be £10-20K by a large agency or brand. The cyrstal ball in front of me is telling me nothing about 5 years. I don't think anyone can accurately predict the market in 5 years - it really depends on how quickly the market takes off.

dig-it: What kind of people do you have working with you at 4th Screen Advertising?

Mark: Young, energetic and fun! My team is a really good mix of youth and expertise. They possess the creativity to add value to a brand's campaign, as well as the knowledge and experience to ensure we come up with the right solution for all our clients' needs.

dig-it: Online advertising has grown massively over the past decade and produced a whole new market in digital agencies which a lot of the traditional ad agencies have now bought. Do you see mobile going the same way? If not, why?

Mark: Absolutely 100% - most large agencies take time to enter new channels. They wait for critical mass and large spend before it's worth their while.

dig-it: How do you get your inspiration?

Mark: From companies like i-level who have built a business by specialising in a new channel.

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