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Ashley Highfield

IAB Mobile Engage speech

20 Jun, 2011

Highfield speaks at IAB Mobile Engage 2011. He talks about the growth in the mobile phone market, the lag of mobile advertising behind consumer uptake.

I think that mobile advertising is going to increase much more rapidly i.e. we are going to get through 5 and 10% of total budgets within two years, not the four or years it took Internet advertising. It’s self evident why: Most brands and companies have gotten used to digital advertising. I think that the benefits of mobile advertising, highly-targeted, highly social, highly engaging, is going to mean that the rate of adoption is going to happen far, far quicker.

Mobile consumers – Ashley Highfield, Microsoft – IAB Mobile Engage 2011