• by Gina Lovett , September 18, 2012

Moderator Anthony Fuller directed the question to Matt Champion, Media Services Director, Fetch Media, which did a campaign for Calvin Harris, picking up an award.

Champion: You have to make sure you're spending your money in the right places, there are many layers to mobile. With the Calvin Harris project, Fetch Media spent money with Shazam, for example, using techniques on the platform to target.

'You want to get the right context and the right audience; each layer adds a cost; but does have a placement on the schedule; if you only spent money on networks, you’re not tapping into all of the layers in mobile,' said Champion.

You can create bespoke brand experiences. For a turnkey solution, with the availability of drag and drop programmes, there’s nothing stopping anyone creating this themselves.