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....