Summary
Marketers need to shift strategies as consumer expectations diverge between efficiency (emojis, messaging) and immersiveness (VR, in-store). Context determines the best approach, leveraging multiple senses and offering choices. Mobile video should capture attention instantly, with planning for on-the-go, lean-forward, and lean-back experiences.
Success requires granular measurement of business value per creative, platform, and audience. Weekly ad testing, nimble creative turnaround, and cross-team collaboration among creative, measurement, and media teams are essential for mobile advertising success.
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