Making mobile advertising that works - Findings from the MMA’s Consumer Insight Briefing

Stephen Whiteside

Mobile advertising is currently still at a nascent stage in its development, despite the almost deafening buzz surrounding smartphones, apps and the wireless internet. Although the challenging financial climate observable in most mature markets has fostered a culture of caution among many leading brand owners, spending forecasts typically suggest this channel should enjoy a rapid surge in demand going forward.

As was initially the case with the internet, stimulating this process could depend on delivering compelling evidence about the scale of the opportunity, offering in-depth examples of winning strategies, and creating metrics to prove return on investment. The short history of the IAB has shown the goal of changing perceptions within the advertiser community is more than achievable.