Mobile Advertising

MEX writes:

The introduction of advertising on mobile devices does have the potential to change the way in which services are paid for and, by implication, the way they are consumed. However, our research note on this topic reflected our belief that there are fundamental differences between advertising in the mobile environment and existing forms of digital marketing.

Our view, highlighted in the title of the note, is that the linear nature of a users interactions with their mobile device will require advertising to be focused on helping a user complete their mission rather than trying to distract them into exploring tangentially related content.

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