Context, convenience and creative: The future of mobile

The fifth IAB Mobile Engage event looked back at how far the mobile advertising industry has come in a short time while looking forward to where it is headed in the future.

Context, convenience and creative – the future of mobile

Brian CarruthersWarc

Four years is a long time in mobile. Smartphone penetration in the UK has gone from 25% to 74% of the population over the years from 2010, while tablet reach has gone from zero to 35% over the same period. There's no excuse for not being visible on mobile, according to the Internet Advertising Bureau UK, a trade body, which used the occasion of its fifth Mobile Engage conference, held in London in May 2014, to look back at how far the industry has come in a short...

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