Summary
Brands can leverage Facebook and Instagram for emotional connections on mobile. Video is effective due to 82% higher attention and 79% lower distraction than TV. Three factors: discovery mindset (ads feel serendipitous), relevance (targeted messaging), and thumb-stopping creative (immersive formats like Canvas, 360 Video, Carousel).
McDonald's campaign achieved 90% mobile views and 5M reach.
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Mobile CPI and app store fees are eroding ROAS, making web gaming a viable acquisition channel. Full Unity-to-HTML5 ports now deliver 30-50% lower CAC and avoid 15-30% store revenue cuts via web payments. Measurement parity is here: AppsFlyer enables independent attribution, conversion signals, and unified reporting. Retention can improve; one strategy title jumped from 6-7 minutes mobile to 70+ minutes web. Best fit: deep RPG, strategy, puzzle, story games, not hypercasual. Action: audit catalog, pilot web ports, link accounts cross-platform, and use owned media to drive high-intent web users.
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