Screens of different sorts and sizes are multiplying in the U.K., expanding opportunities to reach consumers but also placing a premium on multiscreen marketing strategies, according to a YuMe report. "Media opportunities on mobile are not simply a matter of screen size; they are multi-modal functions of environment, content, and screen. For advertisers, this means that the most effective advertising is a multi-screen campaign, whilst publishers need to ensure their content is available across all screens," said Owen Hanks, YuMe's general manager of mobile, Europe.

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