Getting the most out of a small mobile screen is far more challenging than with other platforms. The biggest challenge is that a consumer’s state of mind and intent when engaging on mobile is far less predictable than when a consumer is on a desktop at work or on the couch watching television. In order for advertisers to serve relevant content and marketing messages on mobile devices, they need to understand these points in time and collaborate to target them more deliberately than on other platforms.
PubMatic released the third in a series of three mobile point-of-view (mPOV) studies, "Crafting Mobile Moments: The Union Between Creativity and Automation," which illustrates a three-prong framework that can help publishers and advertisers collaborate on constructing a mobile moment.
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