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Mobile users’ low attention span hampering creative use of medium says agency boss

Himanshu Shekhar

Shekhar

The short attention span of mobile phone users is partly to blame for the low quality of marketing to people using mobile devices, a media agency boss has said.

Himanshu Shekhar, the boss of Mindshare Indonesia, which was named agency of the year at the Mobile Marketing Association’s Smarties awards in September, also said in an interview with Mumbrella that an obstacle to the adoption of mobile by media agencies is “not a technology challenge, it’s more of a creative challenge.”

He said: “We’re in the business of storytelling, but with mobile we’ve been struggling with the small screen size and the short attention span of mobile device users. Grabbing attention is always a problem. That’s why you don’t see so much good work coming from many places.”

A lack of know-how among clients and agencies was also holding the medium back, Shekhar.

“Except for the bigger players, clients don’t know how to activate mobile marketing campaigns. That’s what has been delaying it. But there’s no dearth of belief in the medium,” he said.

Mindshare Indonesia claims to put around 11-12 per cent of its media spend into mobile, and Shekhar says he expects the mobile marketing in Indonesia to triple within the next few years.

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