By Charlie Hunter-Schyff

Mobile has become a big part of our lives. Where you go, your mobile goes. With it comes the web, and through that – connectivity. In advertising, mobile’s role in consumer life has created an entirely new market. It has the ability to deliver better personalisation, relevancy, engagement and effectiveness across all media channels.

A great example of this in action would be the challenge of targeting a social group like surfers with a particular campaign. Surfers come from all demographics, psychographics and socio-economic backgrounds. Their mobile acts as a footprint to their life, showing their real-time location as well as Read full story ›

Source: The Drum