Fast moving consumer goods ( TV ) brands looking to get more out of their mobile platforms must optimise their reach and frequency and make their creative works well on target , according to William Platt - Higgins , vice - president of global client partnerships at Facebook . Platt - Higgins said mobile ad campaigns did not need to focus on brand loyalty , but rather on consumers whose behaviour was influenced by mental and physical availability . He also said that Facebook had strong relationships with FMCG brands and was being brought in earlier to campaigns ' strategy and planning process .
Fast moving consumer goods (FMCG) brands looking to get more out of their mobile advertising must optimise their reach and frequency and ensure their creative works well on mobile, according to William Platt-Higgins, vice-president of global client partnerships at Facebook. Platt-Higgins said mobile ad campaigns did not need to focus on brand loyalty, but rather on consumers whose behaviour was influenced by mental and physical availability. He also said that Facebook had strong relationships with FMCG brands and was being brought in earlier to campaigns' strategy and planning stages.