Nokia has announced the launch of “Ad Labs” in London and Boston. These labs will aim to train advertising agency workers in the finer points of mobile advertising.

“We want to be a catalyst in the mobile advertising ecosystem. It is seen as somewhat of a black art practiced in a cottage-industry fashion.” Said Mike Baker, vice-president and head of mobile advertising for Nokia.

He went on to say that “There are a lot of mobile ad technologies now so arguments about reach and measurement issues are not relevant. It is creative that is holding the medium back.

“This announcement signals the emergence of mobile from the shadows to the mainstream,” said Mark Linder, global client leader at WPP. “[It will] help make mobile a fully-fledged marketing medium for leading brands.”