Advertising today has moved well beyond traditional, offline strategies towards a highly integrated approach that combines traditional channels with the power of digital marketing. And for brand marketers, while TV remains the primary channel to drive reach, digital is increasingly being used to influence mid and end-funnel metrics, with mobile marketing playing a significant but as yet, under-utilized role. 

It is this lack of focus on mobile that InMobi, in partnership with MMA is seeking to change. And the last few years of collaboration between InMobi and MMA, have succeeded in bringing about greater acceptance for the role that mobile plays in integrated campaigns, with brands leading the way. 

However, although brand marketers have started employing mobile, the perception does remain that it doesn’t integrate well with other traditional campaign channels, leading to a lack of focus on mobile-first creative strategy. Mobile creatives employed by brands continue to be adapted from TV or print campaigns, instead of being designed to leverage the unique capabilities that the channel provides.