Smartphones have become an integral part of our everyday lives and we spend more and more time with mobile devices. But mobile is not only a technical device, but more a usage behaviour. Consuming content on mobile devices is fundamentally different from desktop or traditional media. It is more individual, faster and more frequent.

We know that discussions continue about whether mobile is a channel or, well just mobile. It’s clear some marketers have moved to a mobile-first strategy given that’s where they’ll find their customers.

But even so, with the pace of change and speed to market (or lack of), we believe that there’s a need to understand how mobile mature your business is.

Be it your product (your website and/or app), your marketing, how you measure effectiveness and how you’re organised. These create new challenges and the need for new metrics.

Overseeing the one of the largest marketing organizations globally comes with challenges and opportunities.

This webinar will cover the key findings for this year’s report* with comparisons to previous years.

Followed by a discussion, interpretation and what it all means though the eyes of a brand marketer and an agency.

· Mobile budgets have been impacted by the COVID-19 pandemic and half of the sample are allocating in excess of 25% of their budget to mobile, up from 40% last year. Mobile is the fastest growing medium.

· Mobile video remains the key creative asset with marketers starting to create mobile-specific content to drive engagement