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20 Jun, 2011

IAB Mobile Engage speech

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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.

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