Industry Experts React to IAB’s Latest Report

By Tim Maytom

owen sagness

The latest report from the IAB and PwC has been released, bringing the news that mobile ad spend increased 63 per cent year-on-year in 2014, hitting £1.62bn and accounting for almost a quarter of all digital ad spend in the UK for the year.

With the news of mobile’s increasing importance, we asked several industry experts what they thought this meant for the future of mobile’s role in marketing, both within digital and the overall market, and where we have to go to from here.

“The growth figures for mobile and tablet spend reiterate that consumers are now accessing information through multiple devices,” said Owen Sagness, general manager of Microsoft Advertising & Online UK. “Microsoft’s recent Digital Trends research found that consumers expect online and real life experiences to be seamless.

“As an industry we must listen to consumer demands and anticipate their changing behaviours in order to produce creative experiences that push the boundaries of what is possible in digital advertising today.”

Simon Bailey, CEO of mobile ad exchange Axonix echoed Owen’s optimism, and pointed towards the growth of programmatic as one of the key drivers of mobile’s rapid growth.

“It’s great to see …read more

Source:: Mobile App News