Mobile advertising: Match brand activity to mobile moments

This article argues that identifying moments of receptivity to mobile advertising is central to building the value model that brands require.

Mobile advertising: Match brand activity to mobile moments

David Wright

Kantar

Identifying the moments when people are most receptive to mobile advertising will be a key facilitator of the data exchange economy. A new study is helping to understand the best 'mobile moments', and delivery formats, for direct messaging conversations between brands and their customers, where meaningful interaction could add value.

We are seeing a morphing of our relationship with mobile connectivity, akin to the foretold singularity. Mobile is so heavily integrated into our daily routines that how we use, or even relate to, our smartphone totally depends on what...

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