Telstra's introduction of Australia's first 4G network promises to make mobile access a good deal faster and less frustrating, indicating that marketers who haven't ventured into mobile should do so soon, says Zac Jacobs, Melbourne general manager for digital marketing company Tigerspike. "Marketers need to be thinking about the impact of the mobile's 'third screen' status challenging TV's 'first screen' status," Jacobs said. "Further, as a challenge, if consumers are all suddenly consuming compelling content on the go, head down and ears enclosed, what are the implications for other media, like OOH marketing?"

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