Digital Game Changers
本文研究了移动计算使用激增对广告媒体规划的影响，分析了移动广告受众与支出之间的差距，并探讨了社交媒体网站通过原生广告吸引移动广告收入以及利用大数据衡量广告效果的做法。
The article examines the impact of the dramatic increase in use of mobile computing on advertising media planning. A disparity between the audience for mobile advertising and spending on it by marketers is examined, and attributed to an historic pattern in which advertisers are reluctant to invest in new media. The ability of Internet industry firms who operate social media Websites to attract mobile advertising revenue is noted and their use of native advertising which resembles editorial content is discussed. The use of big data to create means of measuring Internet and mobile advertising effectiveness is examined.