Advertising campaigns for brands can do more to entertain the customer, says the head of mobile at the Internet Advertising Bureau (IAB).

Giving examples such as the success of Compare the Market and Barclaycard’s iSlide game on the iPhone, Jon Mew – during the FHM-sponsored IAB Forum – argued that "entertainment is no longer the exclusive remit of the entertainment industry".

Another member of the discussion panel, commercial director Robert Thurner observed that the mobile internet was all about engagement with the audience as it can be personalised and should be integrated at marketers’ planning stages to be most effective.

Bauer Media’s digital director of lifestyle Paul Wright emphasised that social media is a good source for publishers and should be seen, not as a threat, but as an opportunity.

In a recent post on the IAB’s blog platform, Amy Kean noted that those involved in online PR could learn from musicians such as Lady Gaga who are increasingly tailoring their live performances for streaming on the internet.

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