Nokia has announced details of a new mobile advertising network.

Under the Nokia Ad Service, advertisers will be able to initiate and monitor advertising campaigns which are tailored to users' specific handset configurations, which as a result could mean they receive content which is more relevant to them.

Head of business development Matthew Snyder said: "With Nokia Advertising Connector, we are partnering with newspaper publishers, other traditional media companies, aggregators, platform companies, operators and internet companies to help them serve their current advertisers by offering easy access to a mobile audience."

Meanwhile, the Nokia Advertising Gateway facility is set to allow advertisers to adapt their campaigns to specific mobiles across a variety of formats including text, pictures, audio and video adverts.

According to research by the Online Publishers Association, internet advertising via mobiles is becoming increasingly popular.

About 54 per cent of British users are reported to regularly use the internet on their mobiles, with some one in ten consumers reported to have bought a product after viewing an advert on their phones.