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Ad:tech attendees claim mobile taking up more of brands' marketing budgets

NEW YORK ? Attendees at ad:tech agreed that unlike past years, brands and marketers have finally embraced mobile and are continually adding it to their marketing mix.

Mobile Marketer?s Lauren Johnson talked to both exhibitors and attendees to ask what they thought of the show and how the mobile industry was represented compared to other technology sectors. This is what they said:

Mike Clark, senior vice president of sales engineering at Augme, New York
There is plenty of traffic in the mobile marketing zone this year. I?ve met and seen less brands than advertisers at ad:tech.

Somehow people knew to come down and visit us, which means they have heard about us from somewhere, which is great.

Randy Atkisson, executive vice president of sales and business development at Sumotext, Little Rock, AR
This year at ad:tech is different from past years because brands are really starting to embrace short codes and realizing that they are not just for short-term marketing campaigns. 

They are looking at them with larger-scale opportunities.

There has been qualified traffic in this zone and the people who keep finding their way back here are looking for real mobile solutions.

Danielle Gotkis, director of marketing at Trilibis Mobile, San Mateo, CA
There is lots of energy and willingness to find the next big thing in mobile at ad:tech. There is more understanding about mobile opportunities and a strategy instead of a one-off campaign.

Mobile engagement has gone beyond trial and error and experimentation. There are now lots of companies who want to be taken to the next level of mobile and are now looking to improve their strategies.

Alisha Benson, digital communications expert, New York
This is my first time at ad:tech, and the most important part to me is learning about specific campaign takeaways and gaining sound advice from industry experts.

It is important to see how these agencies and brands are running their campaigns and what I can learn directly from them.

Eduardo Alvarez, senior vice president of digital marketing and CRM at Lapiz, Chicago
I?m here at ad:tech to keep up with the trends. 

There are two brands that as an agency you always need to keep your eye on ? Coca-Cola and Proctor & Gamble because they set the trends for innovation and marketing.

There is still a lot of discussion out there about what is mobile, but I think it will grow as more data comes out of it.

Sagar Shetty, director of Clique Media, Dubai
Ad:tech New York is more focused towards marketers and clients than the San Francisco show with start-ups. I was expecting more out of the mobile sessions, but I have not seen much.

I have been coming to ad:tech since 2005, and it is always a good show.  

It seems like there are less exhibitors here this year.

Doug Robinson, CEO at Fresh Digital Group
This year?s ad:tech gave me a better idea of mobile ad networks, but I cannot say I have learned much.

The amount of mobile coverage has improved over the past year, but I still feel like the mobile industry is not where it needs to be.

Final Take

Danielle Gotkis, director of marketing at Trilibis Mobile, San Mateo, CA