Mobile-friendly campaigns set to become mainstay of digital adex

Changing trend: Tan says most of Leo Burnett’s campaign formats are designed to be mobile-friendly.

COME next year, smartphones are expected to play a significant role in terms of its contribution to the country’s digital and mobile advertising expenditure (adex) amid more campaigns designed for mobile usage and higher penetration of smartphones in the market.

“I think digital platform is increasingly playing a bigger role, even among its own various platforms. Time spend on the bigger screen now is higher but within a year or so, I reckoned smartphones will overtake laptops.