The future of mobile advertising

This article describes seven ways in which mobile advertising will be most effective in the future. These are: content and consumer participation to build credibility; native advertising as smaller screens make periphery ads impossible; brand partnerships with networks and sources of inspiration; ads as part of a social community; mobile search; mobile providing continuity in omnichannel marketing; and integrating brands into existing mobile activity.

The future of mobile advertising

David Hewitt and Zach ParadisSapientNitro

The imbalance between adspend and mobile use is acute, but greater mobile traffic means spend is increasing on social networks and mobile search is being optimised with better results.

Over the past decade, ecommerce has grown up and dotcom numbers for many retailers have blossomed into meaningful sales. As a result, many big brands have optimised their websites for mobile, as well as responsive design initiatives.

However, simply optimising for mobile and web in a channel-based mindset is not enough. The experience must change in a world where ecommerce...

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