Despite the rapid growth of mobile display advertising and a huge promise of mobile as an advertising channel of the future, TV is still a go-to medium for brand advertising.
As we are witnessing a fundamental shift from "art" to "science" in digital display advertising, making the effects of "art" in mobile ads measurable, and brand advertising more "scientific" could be the key to bringing more brands to mobile. Breaking free from the desktop legacy and making these ads truly "mobile" could make them the next TV.
This session will include a presentation with examples and studies that make a case for mobile as the future of brand advertising. After the presentation a panel will address the current state of the industry, touch on oligopoly of media sellers and look into the challenges and opportunities ahead of us.
The session will address the following: