How mobile is reinventing primetime: Capitalizing on cross-screen moments

This report describes a town hall style meeting with the IAB Mobile Marketing Center of Excellence and the IAB's Sales Executive Council that explored how mobile is "reinventing primetime".
  • Mobile advertising must focus on key areas, such as: improved measurement, more emphasis on creative, and new techniques and angles for selling.
  • Mobile should not be seen as its own media silo, but rather as something which facilitates cross-screen behaviour.
  • Advertising needs to focus on people – not specific devices – and be conceived and sold cross platform.
  • The ultimate goal should be utilising data to match the right person with the right content at the right time.
  • Sellers of mobile advertising must invest in helping agencies and advertisers manage the transformation through a mobile and...

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