Just 8 years ago, mobile advertising was only an emerging medium in Australia’s advertising world. And, answering the question, “why mobile advertising” wasn’t easy. In those days, penetration of smartphones in the market was minuscule; the iPhone – the device that sits in the heart of the smartphone revolution – had just been released in the Australian market and desktop computers were still Australian’s preferred method of accessing the internet. The term “app” was just a new buzzword amongst geeks and the majority of websites were not mobile-optimised and delivered a terrible user experience.

Fast-forward to 2016. We are living in a truly mobile world. Our smartphones are the first device we pick up in the morning. We use them while we work, play, and socialise. We use them to stay connected with our loved ones, for entertainment and to access content and service. If brands want to stay relevant and connect with individuals, they need to immerse themselves in this world.

In this whitepaper, we’ll explore the four main indicators signalling the necessity of including mobile advertising in a brand’s media mix.

• Audience

• Capabilities

• Powering other mediums

• Extending reach

By Jem Reis– Media Director/ Agency Lead, Ansible