Smartphones may free advertisers from publishers

03/21/2013 | Advertising Age (tiered subscription model)

If advertisers can crack the code for developing effective advertising formats on smartphone screens, they may no longer need to rely on publishers to get their messages across, according to participants in an Advertising Week Europe panel. "If [branded content] is good enough, it's a strong challenge. The opportunity for advertisers to create content is colossal, and it's very difficult for those of us in pure editorial to compete, because frankly advertisers can spend a lot of money on it," said Gideon Spanier of London's Evening Standard.

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