By Seb Joseph

Tesco is mastering mobile marketing faster than rivals still labouring to turn the channel into an effective part of their media mix, according to the Internet Advertising Bureau (IAB).

The supermarket emerged as the standout retailer in the trade body’s seventh mobile audit, scoring eight on average when it was judged against 10 mobile KPIs in February.

It reflects the work Tesco has done behind the scenes to elevate mobile that has seen it nail the fundamentals such as ensuring paid search links push users through to an optimised site and that paid search is optimised for mobile, according to the report.

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Source: The Drum