While big data has proven important for the success of targeted ads, marketers are being urged to focus their efforts more heavily on ad delivery. Most media is consumed on mobile so advertisers need to take the time to understand how to advertise on the platform. The report also suggests that companies should consider using machine learning and artificial intelligence (AI) in order to improve user experience across all platforms. Data Is Great, But Delivery Is The Solution to Mobile Ad Problems. Banners, pre-roll ads and interstitials do not go far enough to capture consumer interest despite their targeted nature, while highly interactive ads optimised for mobile devices receive comparatively high response rates.
While big data has proven important for the success of targeted ads, marketers are being urged to focus their efforts more heavily on ad delivery. Most media is consumed on mobile so advertisers need to take the time to understand how to advertise on the platform. The report also suggests that companies should consider using machine learning and artificial intelligence (AI) in order to improve user experience across all platforms. Banners, pre-roll ads and interstitials do not go far enough to capture consumer interest despite their targeted nature, while highly interactive ads optimised for mobile devices receive comparatively high response rates.