The global mobile advertising market will generate revenues of $12.8bn in 2013, growing from $8bn in 2012, according to the latest research published by Informa Telecoms & Media.

Concerns about Facebook’s ability to monetize its growing mobile traffic have resurfaced following its first earnings report since its IPO in May. The social media giant posted a 2Q12 loss of $157m, sending its stock price tumbling to $24 a share – which means its shares are now trading at two-thirds of the value they sold for during the IPO.

European net TV advertising revenues will increase by 5.4 per cent in 2012 to $40.7bn, according to analysis from Informa Telecoms & Media. This follows a three per cent increase in TV advertising revenues in 2011 and one of 9.9 per cent in 2010.

Finnish handset vendor Nokia has teamed up with wifi network operator Spectrum Interactive and location based media firm Selective Media, to trial a free wifi offering on the streets of London, UK.

Rory Sutherland, VP of advertising firm Ogilvy, champions the mobile as the most potent tool for creating behavioural change.

As mobile adverts progress beyond basic buttons and banners, location enablement is at the forefront of that evolution. Jonathan Milne, general manager of Europe at Celtra, a web-based platform for creating and tracking mobile ads, believes that location has the opportunity to be seen as “the most important thing in rich media advertising.”

In July, O2UK launched a location-based loyalty and retention scheme offering its customers discounts and deals from 30 partners from the fashion, leisure and retail sectors. The launch builds on existing loyalty and location-marketing initiatives from O2, which is among the most advanced carriers in the world in terms of location.