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Staying ahead in the mobile advertising game

Staying ahead in the mobile advertising game  

Charlotte Diemer

Client Director, Media & Digital

Kantar Millward Brown



Smartphones are very personal items – after all, they not only carry our pictures and grocery shopping lists, but they channel our dreams, hopes and aspirations.

For advertisers, staying ahead in mobile relies heavily on innovation: augmented reality (AR), virtual reality (VR), chatbots and voice-activated ads all help develop a personal connection.

A prime example is offered by the interactive, mobile-first formats developed by ad-tech company Teads. With global fashion brand Tommy Hilfiger, Teads took mobile innovation to new heights with the first integrated AI chatbot within outstream* video ads. Kantar Millward Brown’s digital advertising effectiveness study showed mobile was central to the chatbot’s success. Through the right blend of interactivity and personalisation, the format was perceived as highly engaging. 


Mobile needs to be put at the heart of the marketing mix. But simply "going mobile" doesn't cut it: done badly, mobile advertising can drive negative brand equity. 

Users don't care about media plans: the key to successful mobile marketing is adopting a user-centric approach, where all parts of a campaign work synergistically and the experience is smoothly integrated across platforms. 


Ultimately, a test-and-learn approach for both creative and media, alongside strategic measurement, will be key to staying ahead in the mobile game. 



*Outstream ads are embedded within paragraphs of text, so sit outside of the video stream, unlike instream formats such as pre-roll.