MasterCard is making a bigger bet on mobile

04/18/2012 | Advertising Age (tiered subscription model)

Noting the capacity of mobile platforms for enabling a "hyperlocal approach," MasterCard has laid out plans for major mobile investment. The effort will include ads as well as mobile payments, said Cheryl Guerin, MasterCard senior vice president of U.S. marketing. Guerin cited the "Priceless Cities" campaign that the company launched last year aimed at encouraging cardholders to take advantage of special offers through social media.

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