For mobile advertising, orchestrate don’t dominate says Peggy Anne Salz

 In opinion

One of the industry’s sharpest minds, Peggy Anne Salz from msearchgroove has penned a simply brilliant column that looks at mobile advertising.

Her takeaway from the article is republished again below:

“Mobile advertising is at a critical juncture. Fortunately, the industry recognizes the need to speak the same language. Now it must begin to tackle the channel fragmentation, which stifles the development of effective campaigns, and prevents agencies and brands from achieving and demonstrating return on investment (ROI).

Gigafone’s approach shows that the industry not only needs to simplify the mobile advertising value chain; it underlines the preeminent importance of partnership. The end-game is about providing the planning and profiling capabilities that will allow advertisers to harness mobile to deliver the right ad to the right user and reduce wastage generated by blanket campaigns. Companies that form broad business ecosystems will most likely make it to the winner’s circle.”

While the article mentions Gigafone – one of my clients, Peggy’s industry view on mobile advertising and what needs to happen to cut through all of the jargon and hype and get things moving is essential reading if you are in this space.

Head over to RCR Wireless to read the article and benefit from Peggy’s zero hype take on mobile advertising.

If you want to pass the link to the column on and re-tweet etc – simply use http://tinyurl.com/rcr-peggy

To read more of Peggy’s work – head over to www.msearchgroove.com for some excellent analysis and review from across the industry – including the excellent Netsize Guide which is now available for free download.

Peggy also covers this topic on her msearchgroove site and says of her new RCR Wireless column

“This month I have chosen to examine the emerging mobile advertising ecosystem, and the advance of mobile advertising platforms that cleverly bring together a mix of companies to reduce channel fragmentation and provide the planning and profiling capabilities that will allow advertisers to harness mobile to deliver the right ad to the right user and reduce wastage generated by blanket campaigns. Gigafone was the first out of the gates, but I am sure there will be more to follow.”

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Based in London, Practical Futurist and former Global Managing Partner at IBM, Andrew Grill is a popular and sought-after presenter and commentator on issues around digital disruption, workplace of the future and new technologies such as blockchain. Andrew is a multiple TEDx and International Keynote Speaker.