MMA, MEC and Mojiva: Discussing mobile at the 2012 Cannes Lions

Highlights of a Cannes Lions Forum session on mobile marketing. Standout insights from the presentations include: Mobile usage rates and engagement are rising sharply – advertisers need to reflect this in their budgets, and some would do well to adopt a "mobile first" policy; gaming is a segment enjoying particularly rapid growth: brands moving into this space might even find new revenue streams as a result.

MMA, MEC and Mojiva: Discussing mobile at the 2012 Cannes Lions

Joseph CliftWarc

"This is the year where creativity in mobile advertising comes of age." So said the Interactive Advertising Bureau's Randall Rothenberg, introducing a day-long Forum session on mobile at the 2012 Cannes Lions International Festival of Creativity.

While the ad industry seems to have been proclaiming the "year of mobile" for much of the last decade, the day's presentations, from a mix of trade bodies, agencies and clients, nevertheless seemed to suggest that mobile marketing is finally hitting the mainstream.

For Rothenberg, the marketing industry has only...

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