BBC.com, the BBC’s international website outside of the UK, has announced today it will be enabling advertising on its international mobile site for the first time.

Due to the rapid growth of the mobile internet market in the UK, the site will allow advertisers to increase their reach to BBC consumers and opt for specific devices and regions to successfully connect with their target audience.

The BBC has been providing news and sports coverage for mobile since 1999, using text, photos, audio and video to reach what is increasingly being referred to as the ‘always on’ consumer – those who have constant access or engagement with their mobile handset.

Recent Informa Nielsen mobile research has indicated there are four billion mobile phone subscriptions globally and predicts 90% of the world will have access to mobile phone coverage in 2010.

“This is a really important part of our strategy for BBC.com and I’m so pleased we can offer advertisers a new avenue to reach our audiences. The mobile internet market is expanding rapidly as consumers increasingly desire immediate access to content on the move. Our mobile site is something we are really proud of,” says Kym Niblock, BBC.com’s managing director.