At the final IAB Mobile Engage event, The Drum caught up with some of the industry’s most influential players to get their thoughts on the mobile advertising industry today.
IAB CEO Guy Phillipson put the end of Mobile Engage down to the success of mobile advertising, which will go past a total value of £2bn in 2015 putting it in the premiere league of media.
Over 50% of consumers’ time is already spent on mobile and mobile had become mainstream for advertisers. The IAB wants to reflect the industry and break down its own silos, as mobile becomes fully integrated by brands and agencies.
“It’s a sad goodbye to Mobile Engage but mobile will be integrated into everything the IAB does from now on,” he said.
He picked Professor Brian Cox talking about the universe and quantum physics as one of his highlights over the years of Mobile Engage. “When someone in the audience questioned what exactly this had to do with mobile, he gave a hugely funny putdown to explain exactly how it did,” he said.