Mobile set to become most dominant medium

SAN FRANCISCO – An AKQA executive at ad:tech said that mobile is set to become the most dominant media that marketers and consumers have ever known with more users turning to the channel to search, play, shop and connect.

During the “Mobile Marketing: Understanding the Wireless Future” session, the executive discussed the evolution of mobile and the impact that it will have on marketers and consumers this year. Consumers are increasingly turning to their mobile devices to not only interact with brands, but also to search and rate products.

“We’re now at a stage where we have to, as advertisers, relearn how to approach how we talk to our consumers, how we use mobile in smart ways and how we connect brands to the actual customers,” said Tina Unterlaender, account director at AKQA Mobile, San Francisco.

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