The Mobile Marketing Association has published its latest Mobile Consumer Briefing, which is looking at consumer exposure and responses to mobile advertising in the UK, France and Germany.

On average, 45% of European consumers noticed mobile advertising and 29% of these people responded to it.

Opera, best known for its mobile and desktop web browsers, has launched its own advertising service. The Open Mobile Ad Exchange enables businesses to place ads on the Opera Mini mobile browser, giving them access to an audience of 66.5 million feature phone and smartphone users. Site owners who sign up for the Open Mobile Ad Exchange simply embed JavaScript in their webpages. Today's news follows Opera's acquisition of California-based mobile advertising service AdMarvel earlier this year.

Orange has launched a new service to help companies make the best use of mobile media in marketing campaigns. The Orange Mobile Targeting Monitor, which uses independent 'Mobile Exposure' research from TNS, is available in the UK, France, Spain and Poland. Conducting simultaneous research across all four markets has enabled Orange to offer direct comparisons for multi-market campaigns.

Tesco plc has published its half-yearly results, which include details of its Tesco Mobile virtual mobile network in the UK.

The company notes that the number of 'pay monthly' mobile customers has grown at around 25,000 per month to reach a total of over 160,000 subscribers.

Iain Graham, James Rosewell and Mark Bridge take their regular look at news for the UK mobile phone industry, from patent wars to irresponsible texting – and from job cuts to new CEOs.