This article is part of a series of articles from the WARC Guide to cross-media effects. Read more
Mobile advertising is the primary channel of advertising investment across most APAC markets. It is therefore crucial to understand the cross-media effect that other media formats can have on mobile.
Large-format out-of-home (OOH), or ‘public screen’ as it is known in some markets, can serve to reinforce brand awareness and clarity of message during the consumer journey (Fortenberry & McGoldrick, 2020; Taylor et. Al., 2006). Alternatively, mobile, or ‘private screen,’ can be leveraged to communicate...