BEST OF 2017: The “year of mobile” may have long passed, but marketers still have a lot to learn a lot about this channel, as was evident from the articles on this subject being viewed on WARC during the year.

Topping the 2017 most-read list for articles about mobile was What we know about mobile marketing, which included the results of WARC's mobile marketing survey, conducted across North America on behalf of the Mobile Marketing Association: this found that one out of two marketers will spend a quarter of their budget in mobile in the next five years.

In second place was an article from the Journal of Advertising Research: in The Future of Retail is Mobile: How Mobile Marketing Dynamics Are Shaping the Future of Retail, comScore’s Gian Fulgoni and Andrew Lipsman argued that mobile will become foundational to how retail brands market and measure themselves.

Measurement was also the focus of the third placed article, Think impact not views: mobile-first advertising that moves the needle, in which Facebook’s Reynold D'Silva and Sachin Sharma claimed that mobile ads with durations ranging from just 0.92 seconds onwards, are effective in driving brand metrics.

Fulgoni and Lipsman also authored the article in fourth place, with another take on measurement: stressed the need for the use of consistent metrics to enable effective utilisation of mobile in cross-platform campaigns.

Finally, How mobile use can change behaviour made a case for mobile campaigns being collaborative and useful to users.

Sourced from WARC