What mobile can learn from radio – lessons from Unilever
Sarah Shearman
Marketers are devoting increasing amounts of time and attention to establishing the precise role of mobile within the wider media mix. But according to Babs Rangaiah, vice president of global media innovation and ventures at Unilever, the FMCG giant, they also need to consider the unique strategies and capabilities required to make inroads on this channel.
Speaking at Mobile Media Upfront, a trade event held in New York in May 2013, Rangaiah argued that whenever new media formats emerge, advertisers – as well as content providers – initially...