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Mobile marketing series: Why are brands not focusing enough of their attention on mobile?

发布在 November 04, 2013

In a series of Q&As, The Drum speaks to mobile industry insiders to get their views on a number of topics affecting the space.

As part of The Drum’s latest mobile supplement, published this Friday, 8 November, we are publishing a series of articles exploring a range of mobile topics.

In today’s article, the first of the series, members of the mobile marketing industry discuss why many marketers are still struggling to get to grips with mobile. With almost half of 18-34 year-olds considering mobile as their ‘first’ screen, according to research from Weve, why are brands still not focusing enough of their attention on mobile? How might this change?

Abhay Singhal, co-founder, VP of global sales and MD EMEA, InMobi

Brands are steadily increasing their focus on mobile, evidenced by reports such as the IAB/PwC Digital Ad Spend Report, which shows how mobile display advertising in particular has been growing exponentially each year. We are now seeing large brands implement requirements for spending that double or triple the budget allocation to mobile ads from what we had seen in the past. Brands are realising the level of personalisation, targeting, and engagement that mobile facilitates and are rapidly increasing spend on this channel.

Read the original article here.