The future of online advertising is absolutely mobile, says Forrester Principal Analyst and Research Director Melissa Parrish. The problem is that mobile advertising today is just a compact, less complex version of traditional web advertising. That’s why many advertsiers say that it’s not as effective. Something has to change to make mobile advertising more effective. That something, says Melissa, is that mobile advertising must be driven by the user’s in-the-moment context. In this episode of Forrester TechnoPolitics, Melissa analyzes the mobile mindshift and the current state of mobile advertising.
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