IAB Guide to Mobile
Integration With Other Media
Tim Hussain, head of mobile advertising, Sky Digital Media, outlines the three main reasons to integrate mobile with traditional channels as well as some pointers on the best approaches.
Introduction:
"As we've already seen, mobile provides a fantastic opportunity for reaching a highly engaged audience. From social networking to search, and from display advertising to interactive applications, mobile creates a whole host of ways to engage a consumer.
"Is it quite easy to run a mobile only campaign? Absolutely. But mobile does not exist in its own universe, or more importantly, our customers do not. If mobile activity is to be used in the most effective way then it should be considered as part of a wider communication strategy."
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