IAB: Mobile ROI, Budgets Growing
At the Interactive Advertising Board’s Leadership Forum: Mobile seminar in New York, several mobile experts said the medium is increasingly going mainstream and is proving more effective than traditional channels, MediaPost reports.
For marketers, “the key is to figure out ‘what am I providing to the consumer that’s useful’ and they will follow you,” said Vladimir Edelman, CEO of Ansible, Interpublic’s mobile marketing agency, in the article. That means tailoring campaigns to take advantage of the specific advantages of cell phones.
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