Mobile is a potent part of complete ad mix

03/26/2012 | Mobile Marketer

Mobile advertising holds the potential to reshape and energize an overall ad campaign, panelists at the Mobile Marketing Day conference said, but some brands are holding back as they seek confirmation of mobile's power and struggle with reconfiguring their ad budgets. Nonetheless, the realization is dawning that mobile has to be part of a complete ad mix, with each part serving its own purpose. "If you have a range of devices from tablets, smartphones and desktop, you need to start thinking about the types of behaviors and moments to engage with users," said Tony Effik, managing director of media connections at R/GA, New York.

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