Cannes Do

By Alex Spencer

Jon Hook

Brands are taking the time to understand and invest in the tools they need to maximise the power of mobile, says Phunware VP advertising strategy Jon Hook, after spending a week in Cannes for the Lions festival

So there we have it, another Cannes has been and gone. And the good news – aside from the soaring profits if you have shares in a rosé vineyard – is that all parties are investing heavily in mobile, be they publishers, brands or agencies.

That money is being particularly targeted at mobile technology and infrastructure. It’s not all quite to the tune of Amazon’s $2bn investment into their Indian business to cope with mCommerce demand from their consumers, but a significant shift in mindset has occurred.

Rather than planning and thinking desktop-to-mobile – simply extending desktop experiences to mobile and making them “accessible on mobile” – brands are now building their infrastructure, sites and content mobile-out. Some brands are already thinking mobile-only, and preparing for a life post-desktop.

The headlines from this week are a clear indication of where our industry is going: “ad tech is taking over” and “the cloud marketing platforms are here”. The same is true of the multiple product announcements addressing …read more

Source:: Mobile App News