Mobile marketing is not a switch brands can flick on once they decide that they want to make more of the channel - a mindset marketers will only break once they start treating it as a way people behave, according to Mindshare’s global mobile director James Chandler.
A Time Inc. executive at Mobile Marketer's Mobile FirstLook: Strategy 2015 conference said that interactive advertising experiences have helped the media brand's mobile ad revenue growth outpace its mobile traffic growth, jumping 100 percent in 2014 year over year.
In a bid to help clients both improve their mobile messaging efforts and better integrate mobile with other channels MEC, the GroupM media agency, has struck a deal with Boston-based Celtra to use the latter’s technology to create mobile and cross-screen display ads using data to target the ads more precisely at what MEC termed would be “global scale.”
Overall ad engagement rate rose by 16 percent since the second quarter for standard format ads, remaining roughly the same for other format types.
41.5 per cent of users who engaged with a mobile video ad during Q3 2014 completed it, according to figures from rich media ad firm Celtra.