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

The first of the Consumer Insight Briefings, put on by a partnership of the Mobile Marketing Association and the Institute of Practitioners in Advertising, was held in December 2010.

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

Stephen WhitesideWarc

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...

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