As ad agencies are warned they are needlessly developing apps in their quest to reach mobile audiences, Jon Wilkins outlines his thoughts on the challenges and solutions to getting it right.
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The news has triggered a strategic review to scope OMC’s future, to be led by Mark Craze, formerly Group CEO of Havas Media.
Citing a test case with Ikea, Facebook’s managing director, UK and Ireland, has urged agencies and brands to understand the “different degrees of personalisation”.
Too many ad agencies are needlessly developing apps in their quest to reach mobile audiences, when they often have neither the skills nor the financial inclination to do the job properly, the industry has been warned.
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Future Fusion will combine the staff of FuturePlus and NGIN and picks up existing clients including Sony Mobile, EE, Microsoft Xbox, HP, Tesco and Virgin Holidays.
The latest Screen Life research from Thinkbox has revealed that viewers pay more attention to advertising than they think – and the longer people watch TV, the more likely the are to explicitly recall an ad.
Digital advertising spend was up 16.6% to a record £3.5 billion in the first half of 2014, according to the latest IAB UK Digital Adspend report.