It is no secret by now that mobile programmatic is indispensable in the advertiser’s media plan today. When accomplished correctly, brands can reach their intended customer in the most receptive moment to convert an intention into a transaction. Despite the increasing prominence of mobile programmatic, some brands are still on the fence and not yet buying into the promise; especially as the industry continues to be haunted by ad fraud issues. The keys to resolving this continuous dilemma are advertiser confidence and user acceptance, so the industry can finally deliver what it has set out to do and more. To …

When we talk about creativity in advertising, we’re usually referring to the actual ad creative itself — the genius ideas that become the genesis of sticky and memorable advertisements, like the 1985 Levi’s launderette ad or the Cadbury gorilla. Enter the digital world; times have changed. Television and print aren’t the only mediums by which advertisers can reach mass consumer audiences anymore. As mobile devices become more ubiquitous, mobile screens are where the majority of consumers’ eyeballs are. While artistry and storylines are important in engaging audiences, equally, the context in which those ads are delivered is today equally as …

Advertisers are no stranger to the necessity of delivering receptive personalized messaging on mobile. Today, this is possible through leveraging unique user behavioral and location data from mobile devices and the widely adopted use of dynamic creative optimization (DCO) technology. Here are 5 tips to leverage DCO in mobile campaigns to engage with mobile users and exceed campaign objectives: 1. Personalized advertising – remember the human connection Increasingly sophisticated algorithms have helped to facilitate a lot of the campaign processes today, but don’t forget that at the end of the day, you need a person behind the personalized advertising! The …

Consumers are bombarded by millions of different messages everyday in this new digital era, where home, work, and relationships are blurred distinctions. To manage their daily lives, the consumer has firmly taken control by becoming the decision makers for what they see, read, download, and more importantly what they want to block. In the fast-paced mobile world, brands can’t afford to miss customer preferences, otherwise they will be quickly alienated by their target customers. As a result, brand marketers need to change the way they communicate with these new digital-savvy consumers by correctly employing mobile programmatic to accelerate a brand’s …