The mobile browser remains an “incredibly important” tool for content providers to target users, despite the growing importance of apps for smartphone and tablet users, according to Peter Bale, VP and general manager of CNN International Digital.

But while noting that traffic from tablets accessing CNN International’s regular desktop-based website grew 222 per cent during 2012, the executive also said that “this is not about the death of the app”.

“What it tells us is that even with smartphones and tablets, the browser remains incredibly important. This means we need to think of responsive design or other ways of making the standard website desktop work incredibly effectively on tablets,” Bale continued.

The dramatic increase in tablet-generated web traffic is far faster than the rate of growth from CNN’s mobile and tablet apps.

To navigate the transition from web to mobile, Bale believes media companies need to embrace and embed technologies to create mobile products especially for advertisers. “If we don’t do it, they will do it themselves,” concluded Bale.

Susan Whiting, vice-chair of Nielsen, also explored the topic of mobile vs PC usage and the often asserted assumption that people stop doing one thing when they start doing something new.

“Choice is growing the size of the pie – it’s addictive,” said Whiting, citing the growth in the combination of online and mobile minutes that consumers are dedicating to social networking even though online minutes are in slow decline.

Paul Gunning, CEO of interactive digital agency Tribal DBB Worldwide, is excited about the potential of mobile marketing and believes is about to bring about dramatic change in out-of-home and radio advertising – the mediums most used to target consumers when they are in their cars and on the move.

“When you’re dealing with technology, the ability to be much more effective with your advertising, with mobility and cars, it’s the sexiest place to be in advertising right now. All the innovation is happening here,” he said.