ABSTRACT
The global diffusion of mobile devices-smartphones and tablets-has fundamentally changed the way consumers interact with brands and viceversa, how companies are using marketing strategies to position their products and services. On an average day, US consumers spend more time using mobile apps than they spend watching television. Tellingly, the two major digital advertising behemoths, Facebook and Google, derive the majority of their revenue from their mobile products, instead of their desktop services. As a subset of digital advertising, mobile marketing is a particular catalyst for growth. And within the wider mobile domain, app advertising is spearheading the transformation of advertising tools, technologies, and strategies.
