In a world that’s increasingly mobile in terms of time spent and also ad dollar allocation, a key take-away from the IAB Nexgen Marketing Conference, overall, is that there is still quite a learning curve on how to get mobile marketing and advertising right. Marketers must consider consumer expectations on their mobile devices, technical requirements, and targeting considerations in the evolving data/ public policy landscape. They must also evaluate the seemingly endless introduction of shiny new ad formats which can require a shift on the creative agency front and evaluation of new types of partners. From upper funnel awareness campaigns to true performance campaigns using text/editorial, images, video and even AR formats, there is no shortage of available tactics to explore and . . .
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