Facebook and the IAB have told Australian marketers to make mobile marketing a "first screen" approach rather than a secondary internet strategy.
Speaking this morning at the Future of Digital Advertising forum in Sydney, the Interactive Advertising Bureau of Australia's director of regulatory affairs Samantha Yorke drew on Morgan Stanley's argument that 2013 will see access to the internet via mobile devices overtake access via desktops.
She argued this fact alone justified making mobile first and central in marketing plans.
"2013 will be a huge year for mobile. You must get into this space," Yorke urged advertisers.
"It's the first screen a consumer uses, every day. Mobile needs to be viewed as the first screen."
Facebook sales director Liam Walsh agreed with Yorke. Mobility is a “big focus” for the social media giant, he added.
The Future of Digital Advertising forum was hosted this morning in Sydney by AIMIA and the IAB.