Slow to respond: More education needed for advertisers to adopt holistic approach to mobile

The flood of new wireless devices entering the market should present advertisers with mobile opportunities as never before, but possibilities are being limited due to a reluctance on the part of advertisers to adopt a holistic, responsive approach, as highlighted in the most recent issue of The Drum.

Speaking to The Drum about mobile technologies such as HTML5, David Fieldhouse, managing director of Linking Mobile, said that “a massive education piece” is needed.

“Despite a lot of people realising mobile is important, we’re still faced with the old adage of: ‘Nobody ever got fired for buying TV’."

“The brands whose future business growth depends on mobile – such as those from the 
travel sector, or games companies that rely on app installs – get it and are willing to invest in things like responsive design.”

The lack of interest in the area, Fieldhouse believes, will change as companies are able to link investment in mobile to actual business sales.

To read the full article about the possibilities of mobile, part of The Drum's mobile supplement sponsored by Millennial Media, check out the latest issue of The Drum.

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