For mobile advertising, orchestrate don't dominate says leading analyst Peggy Salz

Leading industry analyst Peggy Anne Salz from msearchgroove has provided a timely view on what the mobile advertising industry should be doing to drive success and singles out Gigafone as one of the leaders in this space.

In a recent article on the RCR Wireless website, she says

"Mobile advertising is at a critical juncture. Fortunately, the industry recognizes the need to speak the same language. Now it must begin to tackle the channel fragmentation, which stifles the development of effective campaigns, and prevents agencies and brands from achieving and demonstrating return on investment (ROI).

Gigafone's approach shows that the industry not only needs to simplify the mobile advertising value chain; it underlines the preeminent importance of partnership. The end-game is about providing the planning and profiling capabilities that will allow advertisers to harness mobile to deliver the right ad to the right user and reduce wastage generated by blanket campaigns. Companies that form broad business ecosystems will most likely make it to the winner's circle."

Peggy singles out Gigafone's recent launch of the Ochre solution and diverse range of partners as one that shows "that the best approach may be one that provides brands, agencies and mobile operators with a more holistic view of the value chain".

You can read the full article here.