The pervasiveness of 3G, the expansion of 4G, and the increasing usage of tablets and smartphones all point to mobile taking center stage in the next three years. This means bigger portions of ad budgets should be directed to mobile, but it also means that mobile should be integrated into the bigger marketing picture. With MediaCom research finding that 30 seconds of interaction with a mobile ad boosts the likelihood of a purchase by 6 percent, and 90 seconds boosts it by 20 percent, it’s clear that mobile campaigns have to nail engagement down. Among the 10 considerations to take stock of when creating a mobile campaign are: proper budgeting, how people use mobile as opposed to other devices and shareability. (Econsultancy)
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