I am not sure why the brands, and especially their agencies, do not realize that even though the big ad networks do not provide (yet) the required clarity, there exist several transparent platforms on which they can run their campaigns.
Why isn't mobile the most successful advertising platform? It should be. Mobile ads can be targeted, are delivered to a device that is "always on" and with the user, and can be personalized across numerous dimensions, including location and usage history.
The beauty of digital, as opposed to TV, is that one does not need to select one channel over another; we have a presence across multiple channels, all of which we engage with in order to spend time with friends.
While it's true that many companies work with local creative agencies to develop targeted advertising that is unique to each market, campaigns that are launched globally with a cohesive central theme are not uncommon.
As consumers migrate from screen to screen and shift from smartphone to tablet to phablet, there is a growing desire for mobile to provide access to useful, relevant information and services more tailored to their needs.
The challenge was how we could take these moments and do something meaningful in them. It's really easy to shove an ad in there but you're now taking what was an opportunity to impress and doing what was expected. Do something unexpected and be the gentleman to your audience.
For so many years, a lot of the companies and ad technology companies building mobile advertising capabilities have been relegated to the cheap seats in the back with little attention or ad dollars allocated to it. Well, that's not the case anymore.
With so many people receiving Olympic results ahead of time, either through social media, live streams, or other live sources, the audience for time-shifted coverage should have plummeted -- right? Yet NBC's ratings were as strong as ever.
The power of mobile devices is increasing, the prices are coming down and the range of apps and content for them is growing -- including videos, live TV and catch-up TV. So the choice for marketers is clear.