The "mobile advertising" experience
"The mobile video ad space is taking off because it combines the power of sight, sound and motion, allowing marketers to drive higher completion rates and encourage deeper engagement.” This quote, from Paul Davison, Head of Digital Trading, Dentsu Aegis subsidiary Amplifi, speaks to mobile advertising’s ability to create holistic experiences with high interaction rates – using the most individual channel. A channel that is omnipresent. We call it "The Segment of One".
While many attempts are still being made to attract the attention of potential customers in traditional ways – i.e. in front of the TV set – mobile media consumption is changing the way we perceive advertising today. It also disrupts the traditional media landscape through second- and third-screen use of smartphones and tablets. Mobile media minimises scatter loss and allows for the creation of advertisements that are targeted, personalised, and site-specific. DDB Worldwide CEO Wendy Clarke sums it up: "If your plans don’t include mobile, your plans are not finished.