NEW YORK ? Executives at the Mobile Marketing Association's SM2 Innovation Summit 2015 pointed to issues such as optimal leveraging of data, attribution, ad-blocking and programmatic buys as their top-of-the-mind concerns for the coming year in mobile.

As some marketers ready themselves for the sudden onslaught of holiday marketing on mobile devices, others are thinking ahead to the outlook for 2016, particularly as issues such as ad-blocking and programmatic generate buzz.

Mobile Marketer asked attendees what biggest issue pertaining to mobile is on their clients? minds for the year ahead. In no particular order, here are their responses.

Lawrence Chan, director of brand partnerships and business development at Beintoo, New York:
?Not mobile, bridging cross-device and mobile data together.?

Chris Gee, director of brands and experiential at Brightbox, New York:
?Will the individual?s mobile phone device battery be extended so therefore they can continue to enjoy their mobile phones near all the time or at the places that matters like concerts, sporting events or out socially??

Tyler Webster, agency and strategic partnerships, East Coast at Factual, New York:
?Accuracy and transparency within the location-based mobile marketing and advertising realm.?

Stephen Massaro, agency strategy executive at Fiksu, New York:
?The biggest thing in mind is leveraging data to really hit targeting to the best of their ability through that cost efficiency, and not wasting media budgets and hitting them wherever they are in the ecosystem.?

Kathy Kelleher, senior account manager at Mobiquity:
?There are so many things that are changing within mobile and within technology that their concerns are how do we keep up, how do we make our mobile sites stay with the trends, stay ahead of the curb, and how do we provide the best customer experience that we can.?

David Clutter, sales director at PlaceIQ, New York:
?I think the biggest thing for us is that our clients are worried about attribution and measuring the effectiveness of their media spin, so that?s one of the things that we?re trying to help them do through enterprise solutions and through our management media service.

?We?re measuring the effectiveness of their advertising across any place in the digital realm, whether that be online, mobile, addressable television, linear television, direct mail. Our products can help them measure the effectiveness of their media spin, driving people to locations.?

Marc Fierz, vice president of sales at Pocketmath, New York:
?Clients are interested in getting closer to ad tech for more efficient solutions to manage their mobile marketing.?

Drew Prante, director of sales at Silverpop, Sandy Springs, GA:
?I think the one thing that all our clients are trying to figure out is how to leverage mobile within the broader context of digital marketing to create a relevant omnichannel experience.

?That?s been the big gap that we?ve seen and unfortunately IBM marketing cloud now has that capability to deliver on that.?

Brandon Donoghue, regional sales manager at Thinknear, Culver City, CA:
?Attribution and closing the loop.?

Karen Pattani-Hanson, director of agency relations at Urban Airship, New York:
?My clients are thinking about how to bring all of these different bits of data and intelligence together. Mobile is a very important channel but it?s not the only channel, and so anything that can make it easier for them to bring all the different data points together to better understand their consumers is their priority.

?And that?s what they?re working on at Urban Airship especially now, with the release of Urban Airship Connect, which brings streaming real-time data from all parts of the ecosystem to benefit the customer.?

Ryan Wilkie, director of sales and media at Winmo, Atlanta:
?Our clients are ad sales teams, so as more and more advertisers are shifting spin to mobile, they?re relying on us to let them know when is the right time to reach out and who the right people are.?

Ian Silbert, account executive at xAd, New York:
?Number one: smarter ways to leverage programmatic buys. Secondly, ways to better leverage their creative, both in-house and within agencies, and working more collectively to have a more engaging unit.?