Category: #MobileAdvertising

^{This article originally appeared on Fool.com}

WASHINGTON, DC — Search giant Google (NASDAQ: GOOG.US) (NASDAQ: GOOGL.US) saw its Class A shares (GOOGL) rise $3.77, or 0.7%, in Tuesday’s trading session, to close at $578.79, following a price-target increase from UBS.

According to Eric Sheridan, the covering analyst at UBS who kept his firm’s “buy” rating on Google’s Class A shares but upped its price target from $630 to $670, investors are seriously underestimating Google’s sustainable desktop and mobile business model and its potential to return significant capital to shareholders in the future.

Relative ad spend on mobile channels is “laughably behind” and marketers and advertisers need to catch up, Google Asia’s head of marketing and innovation said.

Lee Hunter, the Perth-born digital marketer who will give the keynote address at the Emergence Creative Festival next week, told M&M marketers needed to develop “a mobile-first mindset” as consumers spent more and more time with their devices.

With Mobile World Congress 2015 (MWC) in full swing, much of the industry is decamping to Barcelona to see the launch of the latest smartphones and tablet innovations. But what does this mean for the mobile marketing business and how will it actually affect marketing strategies?

There was a time in the not-so-distant past when mobile digital ads were an afterthought for many businesses and desktop computers garnered the lion share of all web traffic. In 2014, however, smartphone and tablet sales grossly outnumbered PC sales, and that gap has only continued to widen.