It's no surprise more people are engaging with brands via mobile devices than ever before. Yet most mobile marketing is still just shrunken down versions of desktop ads.
Surveys show people find mobile ads annoying and intrusive – and more and more often they're using ad blocking software (I know my phone is already full of stuff so I need a good reason to download a branded app).
So while the mobile audience is growing, reaching it is getting harder. It's no longer enough to just pay for ads to appear. Marketers need to come up with creative campaigns that users actually want to interact with. Like IKEA's brilliant Augmented Reality app, which lets users choose a piece of furniture and see how it will look in their room – scaled to the right size.
Check out a video of the app in action here.