The personal and working lives of most people now revolve round their smartphones, the most personal of personal computers. Rarely out of reach, they provide the ability to be always on, always available, always informed, always entertained. Mobile content has therefore become more robust as publishers optimise their websites to be viewed on a mobile screen as well as offering the material via an app.
The result is a huge increase in the amount of high-quality mobile inventory. Combined with mobile’s ability to engage directly with each consumer (in contrast to a laptop or desktop computer, which is often used by more than one person), this offers unprecedented opportunities to advertisers. Mobile content should therefore form an essential and integral element of the brand advertising strategy.
Programmatic mobile video advertising specialist TabMo provides insight into achieving this in its whitepaper, Mobile-specific brand advertising: Building a bespoke programmatic strategy. This includes dispelling the myths that still surround the channel, clarifying how TV and mobile video ads differ and explaining how data, inventory, location and creative slot together to form the supporting structure of a campaign.
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