Odyssey white paper: How mobile is becoming the first screen on driving brand engagement

Today in Europe, the mobile revolution is well under way, and with smartphone penetration surpassing 50 per cent it is no wonder more and more international brands are integrating mobile as a key part in their communications planning and are reaping the rewards.

Odyssey logo

Applying rich media to a mobile ad campaign can deliver results four times more effective than standard banners. This creates an opportunity for brand marketers to use new and innovative techniques to capitalise on the high level of customer engagement mobile offers. Advances in technology, creativity, media formats and publisher content have created a perfect storm for brands to engage their customers on mobile like never before.

The main benefits of rich media include a better use experience for the customer, better results for advertisers and happier publishers with higher yield rates. These new formats in mobile achieve a higher level of engagement, increase brand value and seamless help brands meet multiple brand objectives. But what does rich media really mean? It is defined as a format of mobile advertising (banner, interstitial or video) that is a closed experience happening within a mobile application or mobile web page. When users engage with such ads, it means they are not redirected straight to the advertiser’s website, but get the full experience right where they are; they can then continue to browse after they have engaged with the ad…

Click here to download the full white paper.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here