Mobile consumers are savvy and will be demanding for richer, interactive mobile rich media experiences on their smartphones.

Speaking at Buzzcity’s Mobile Marketing Seminar 2012 in KL, Jeremy Neyman, Head of Sales and Operations at Catcha Digital said, “Consumers are spending more time on their mobile phones. However, marketers and publishers are not spending enough time in using mobile to connect with them in that intimate space. Mobile internet usage among consumers is now where what internet usage on laptops and PCs used to be six years ago. The difference is - mobile internet usage is only going to pick up a lot faster.”

The latest report from BuzzCity ranks Malaysia 18th globally with more than 500m ads served in Q1 of 2012. Statistics from BuzzCity suggest potential for growth as only 11% of Malaysian consumers are now surfing with smartphones.

Coming from a consumer experience standpoint, Jeremy emphasised that publishers and advertisers need to extend digital rich media experiences that smartphone users are used to onto their personal mobile screen. “Publishers need to extend support rich media experiences onto their mobile site or application that does not take the user out of their environment. This rich media experience should not be limited to the content, but also in the advertising that is displayed on the site. For advertisers, they need to get their brand message across on smartphones enveloped in the best possible experience, and rich media allows that,” added Jeremy.