Insights into the continual growth of mobile ad spend as found in the Internet Advertising Bureau’s Digital Adspend report demonstrate the vast opportunities available to brands who take advantage of it. Mobile has quickly become the principal choice for consumers in accessing information and consuming media and because of this they have become more accustomed to adverts on their mobiles. The user has become key in targeting the right individual at the right time and in the right place and will be central in driving the mobile advertising industry forward. We expect this figure to increase significantly over the next couple of years as brands continue to unlock the potential of mobile advertising and, along with advances in technology, pursue rich, sophisticated and more engaging experiences that will ultimately benefit the end user.