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Sponsorship is a $45 billion global market, approximately 50 percent of the U.S.-based television ad market and ten times larger than the online video market, and yet only 10 percent of this market is measured.

According to Pew Research, 88 percent of U.S. adults have a mobile phone and 18 percent have a tablet computer. This has a significant impact on how marketers interact with their audiences.

As marketers grow and mature, many look to add mobile sites, mobile applications and Web apps to expand their digital presence and engage with customers. But keeping up with so many pieces of the digital pie can be time-consuming and expensive.

Smartphone adoption in the U.S. has crossed 50 percent and consumers now spend more time with their phones than with print media. Question is, why is mobile ad spend so disproportionately low?

Mobile is shaping consumers’ minds and behavior, creating new expectations of convenience and an increased desire for cohesive cross-channel and multi-device shopping experiences.

Several factors are driving this proliferation of devices including miniaturization, technology transfer from mobile phones and price reductions due to volume manufacturing.

Twitter’s immediacy and brevity has forced marketers to rethink communications with different audiences. Some even question the future of the old corporate marketing warhorse, the press release.

Today, the majority of mobile advertising spend is focused on very loosely targeted display ad inventory. It is a tricky situation because there is far more supply than advertising dollars chasing it.

Progressive agencies and brands are now exploring the different aspects of local mobile advertising such as location capabilities and creative formats, and treating them as separate objectives within mobile.

Here are five key tips for luxury brands and retailers to remember when marketing online at Christmas.

A consumer mobile service needs to be accessible by as many types of phones as possible to reach the maximum number of potential customers.

Brands that traditionally find success with full-page magazine or newspaper ads have yet to take complete advantage of mobile.

Mobile technology has carved a path from retailer directly to consumers, and has given the industry a viable way to communicate with their best customers at the most opportune time.

While it might be OK to not have bought any gifts yet, if you delay testing your mobile applications for much longer, it will be a “Bah Humbug” rather than “Happy Holidays” for your company.

At least 10 percent of consumers around the world use mobile social media, thanks to the growth of services such as Facebook and China’s QQ.

Most retailers are currently building barriers to deal with small waves, while a tsunami is fast approaching.

I lost my iPhone on Saturday, Sept. 8 getting out of a yellow New York cab, stretching out over a puddle.

At the beginning of this century, there was a dramatic shift in luxury customer values. The lines between luxury, premium and mass market started to blur. More new brands entered the fray and now competition is tougher than ever before.

We have no solid way of knowing how our online campaigns – clicks – affected traditional offline purchase – bricks. Some argue that this is the start of the end for traditional retail.

While more retailers and marketers are embracing mobile, effectively merging loyalty programs to the third screen is low on their agenda.

Marketers still need to make sure that their mobile Web sites overcome the challenges of browsing on small devices with limited bandwidth.