Dual and triple screeners push mobile advertising growth

A new generation of people dubbed 'dual and triple screeners' is driving forward online advertising spending, as companies strive to reach this digitally switched-on audience.

The annual advertising spend study by the Internet Advertising Bureau and business services firm PriceWaterhouseCoopers has revealed that a proliferation of touch-screen technology, from smartphones to tablet computers, has brought about a massive surge in interest from companies wishing to connect with these devices' users.

Pushed along by the availability of cheaper data tariffs from mobile communications networks, a new generation of what the IAB calls 'dual and triple screeners'

Steven Cox

Steven Cox spent many years as an offline journalist before joining Lakestar McCann. He has worked as a specialist correspondent for a market-leading transport magazine, a news journalist for major regional newspapers, a commercial features writer with the Manchester Evening News, and a freelance writer and sub-editor. He is now heavily involved in helping Lakestar McCann clients achieve wide coverage through keeping their news feeds updated, as well as in writing and updating on-site copy.

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