We live in a multi-screen commercial world. TV, computers, tablets and mobile devices have turned the traditional purchase funnel into a purchase pretzel. Consumers no longer follow the traditional, linear steps to conversion, but now follow a much more circuitous path that jumps spontaneously from screen-to-screen. This new path-to-purchase is highly individualistic, driven by the consumer, and very difficult to predict.

Many who have run mobile marketing and advertising programs have tremendous insights that others can use to further their business goals and boost their careers. Hipcricket Chief Marketing Officer Jeff Hasen interviewed more than two dozen experienced marketers for his new book, Mobilized Marketing: Driving Sales, Engagement, and Loyalty Through Mobile Devices.

India is host to an abundance of dynamic landscapes to navigate, and an increasingly mobile population that craves information and engagement. Smartphone sales in India rose by 87% in 2011 over the previous year¹, and the tens of millions of smartphone subscribers in the region use their devices an average of 2.5 hours each day². Of this, communication (voice and text) accounts for only 28% of usage².

The MMA Universal Mobile Ad Package v.2.0 is a set of 6 ad unit sizes that take the guesswork out of planning and buying advertising for mobile phones. With UMAP v.2.0 the MMA is able to identify the ad unit sizes that can run virtually anywhere around the globe, on either smartphones or feature phones. Creative and media agencies benefit from this because they can more readily include mobile in their media plans. Publishers and ad networks also benefit because it removes some of the friction that exists when many sellers offer ad sizes only a fraction different than others.