Entrepreneur Brian Wong, says technology has often “sucked the emotion” out of advertising, but argues mobile is the best platform to bring that emotion back to the fore.

Talking to M&M Global at last week’s Festival of Media Asia Pacific 2015 in Singapore, Wong, the founder of mobile advertising start-up Kiip, said advertisers have been dissuaded from investing in mobile marketing due to consumers’ “allergic” reaction to ads.

“There is this linear evolution of ad formats almost contributes to [users] almost having this allergic reaction to using mobile ads, so I don’t blame them. The universal truism is that no one has ever intentionally tapped on a banner ad on their phone. If that is the case, we should not expect a brand to over-invest in that category,” said Wong.

“When everything became digital, it became this impersonal frequency game, and the game aspect and technology is what sucked the emotion out of it. We wanted to bring the emotion back, and the mobile phone is the best way to do that, as it is one of the most intimate devices we have ever known.”

Watch the full interview below, and view other M&M Global TV interviews here