A look at how and why certain ad formats are distinguishing themselves from the rest of the noise online.

Yesterday, the Mobile Marketing Association issued a bullish report(surprise!) based on some primary research it had conducted, it suggested brands were under-investing  on mobile advertising based on the amount of time people are spending on their devices.

It’s basically the same line of argument as Kleiner’s Mary Meeker raised in her internet trends presentation from earlier in the year.

Chunka Mui in a piece yesterday on Forbes.com got straight to the heart of the issue by looking at mobile from a couple of different angles; firstly Facebook’s future depends on mobile ad success, but since it isn’t hard-wired into the corporate DNA, this could be a tough ask and basically the company open to a challenge from a company that really gets mobile.

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