Six ways marketers can break through on mobile

This event report provides guidance for marketers seeking to boost their impact on mobile, based on analysis conducted by Kantar Millward Brown.

Six ways marketers can break through on mobile

Courtney Cowgill

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...

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