Last year saw extraordinary growth in mobile advertising with a 105 per cent increase in global mobile ad spend. What’s more, predicted growth for 2014 is almost as high as advertisers continue their quest to reach today’s distracted, on-the-move consumers. By the end of the year, mobile is expected to account for almost a quarter of digital ad spend worldwide.
With all the noise around mobile advertising, it’s easy to believe that mobile is actually replacing other screens such as desktop, but while mobile use is increasing, consumers still interact with traditional screens just as often as they do with tablets and smartphones. Consumers are not only on the move, but are continually switching between devices for different uses and expecting a seamless transition along the customer journey. Rather than being a separate media bucket, mobile should be considered as part of a wider strategy that enables cohesive advertising campaigns across every conceivable device including gaming consoles, connected TVs, and desktop. Read More