Six ways marketers can break through on mobile
Marketers seeking to engage consumers on mobile are faced with a variety of challenges including small screen sizes, cluttered pages and catching the eye of rapidly-scrolling consumers.
"Mobile is unique in that it requires ... creative that is customized and curated for that specific vehicle and that environment," Drew Lipner, Chief Client Officer/Agency and Media at Kantar Millward Brown, told delegates at the 2016 ARF West Conference held by the Advertising Research Foundation in Menlo Park, California.
And Lipner used a range of case studies from this year's Smarties Awards...