More than 70 senior-level guests from Publishers, Agencies and Brands turned up to the inaugural i3 session to hear Nielsen and Millward Brown make the case via data on cross media synergies. In a nutshell (distilled from much data) digital media is no longer a "good to have" part of the marketing mix, but a "must-have' component as not only it extends reach, there is a multiplier impact on regular brand awareness metrics. Into that setting, Phalgun Raju, GM of InMobi SEA made the case for mobile, the new debutante of the digital ball. It was very well received, with many of the audience requesting for the presentation jam packed with creative examples and other data goodies.
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