Why it matters

Reaching young consumers who watch mobile video on the go is a significant opportunity for marketers, who may be able to gain their undivided attention. The advertising experience, however, must reflect the personal, and contextual nature of the mobile channel.

Takeaways

  • Brand custodians need to adapt with the evolving content landscape, and find new ways to reach their target audiences on mobile.
  • Marketers should weigh up the higher cost of advertising in premium content environments with the enhanced brand safety they provide.
  • Being an early adopter of new advertising formats can be a risk, but can also provide marketers with the ability to test and learn about ways to boost ad effectiveness.

PepsiCo, the food and beverage manufacturer, is hoping that ads run during premium, mobile-first content can help its brands augment their cultural cachet – and effectively reach Millennials.