Multi-screen advertising is too powerful for advertisers and brands to overlook anymore. TV, the original screen, is an effective way to help build brand awareness, but the “spray and pray” method leaves many metrics to be desired. Desktop display fills the void of unknown audiences, as there are a bevy of targeting technologies and ability track ad impressions, engagement and ultimately ROI. And then there is mobile. Smartphones and tablets are the newest and final pieces of the multi-screen puzzle that some advertisers are hesitant about. As with any new platform, mobile brings confusion and anxiety to the marketplace, but it also brings new opportunities and the potential for huge rewards.
According to eMarketer[1], mobile spending will rise 62% in 2012, and for good reason. Mobile marketing provides advertisers the sole opportunity to connect with consumers already in the purchase mindset: in-store and researching products for the last time before making a final purchase decision. Brands should take advantage of the devices’ native capabilities such as GPS and search as well as the high user engagement rates with mobile creative and the availability of... Read more
Tagged 'mobile strategies' 
Exponential Advantages of Multi-Screen Advertising
Posted by Kamal Kaur on October 19th, 2012 at 12:19 pm
A Tale of Two Mobile Strategies
Posted by Adam Kleinberg on September 23rd, 2011 at 8:58 am
Two newspaper publications have recently evolved their mobile strategies. One is an example of what not to do. The other represents an evolution in the thinking around mobile and a case study model for a thoughtful and effective mobile strategy for a content publication.
Let's take a look at the San Francisco Chronicle and the Financial Times.
