With IAB Mobile Engage, one of London’s top mobile events taking place tomorrow, Mandeep Mason, Director of Mobile & Windows 8 Advertising - International at Microsoft Advertising, gave the IAB his views on key issues in the mobile space.
“The biggest challenge for brands is to harness the growing mobile ecosystem and overall opportunities within the channel in the most meaningful way to drive impact. The key to success is to make sure they have a mobile strategy as part of their overall business design and start by focusing on the areas of Mobile that will deliver best against their business objectives. Doing fewer things better as a brand can drive richer and rewarding experiences for consumers, with greater results for the business.“ says Mandeep when discussing key challenges in mobile at the moment.
When asked about what will the mobile marketing landscape look like in five years’ time Mandeep believes “Mobile is only going to grow and become much more central than today as a marketing medium in my opinion. The use of ‘big’, dynamic data will be integral to the fabric of marketing like never before for both content and advertising experiences. Devices themselves will interface with more sensors, data and physical environments and will unlock new and dynamic advertising scenarios. In terms of location-based services we expect these will have improved greatly with advances such as indoor mapping and positioning at more scale and accuracy.”
Read Mandeep’s full IAB interview here and for those of you lucky enough to attend IAB Mobile Engage tomorrow Mandeep will be key noting ‘Five ways to connect with the multi-screen consumer’ at 9.40am.
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