Beyond online/mobile to context-based marketing

Duncan Southgate

This article predicts that 2016 will mark a turning point in video content viewing and offers things that marketers should look out for in the near future.

Beyond online/mobile to context-based marketing

Duncan SouthgateMillward Brown

In 2016, smart marketers will adopt more sophisticated online and mobile media plans to improve synergies across the overall media mix. Smart marketers will separate social, search, online video, streaming music, gaming and other forms of text and image-based content by the way consumers use them – not by platform. Marketers will differentiate between lean-back activities and more active involvement uses.

Smart brands will rethink how to create effective mobile ads

Mobile presents a massive opportunity for marketers to reach consumers in exciting new ways, but receptivity and creative challenges lie...

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