Digital Game Changers

The article examines the impact of the dramatic increase in use of mobile computing on advertising media planning. A disparity between the audience for mobile advertising and spending on it by marketers is examined, and attributed to an historic pattern in which advertisers are reluctant to invest in new media. The ability of Internet industry firms who operate social media Websites to attract mobile advertising revenue is noted and their use of native advertising which resembles editorial content is discussed. The use of big data to create means of measuring Internet and mobile advertising effectiveness is examined.