Editor’s Note: The ARF offers members access to webcasts throughout the year. These cover an array of issues and topics. Here is an example:
- Other things being equal, video can perform equally well on TV and mobile; but, on average, most mobile ads underperform TV.
- Mobile is seen as a tool for targeting and addressability, but instead, the focus should be on extending reach with less frequency. The fact is, for mobile video, targeted creative does not perform better than standard ads.
- Short-form ads are effective reminders of long-form So, long and short duration ads in combination can efficiently produce significant lift in memory effects.
Source: Bulgrin, A. (2018, September 26). Screens, Screens, Everywhere II: Key Principles for Messaging Across Today’s Complex Multiscreen Environment. Retrieved from the ARF [Video].