Legacy Thinking within Agencies is Holding Back the Growth of Mobile Video #Video@Cannes


For all the talk of multi-screen advertising, the reality is the industry often operates in silos. At the agency level, this sometimes means that budgets are often allocated according to media channels or to device categories. So the mobile team gets a mobile budget, while the TV team gets one for TV etc. This is can pose problems for emerging areas like mobile video. Whenever agencies put mobile video in the ‘mobile’ bucket – as opposed to a cross-screen budget for TV and video – it often doesn’t get the investment it deserves. Here Owen Hanks, General Manager for Europe at YuMe, explains how legacy thinking is stunting the growth of mobile video and at a time when mobile video is offering additional safeguards around viewability and engagement.


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