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 . “In Indonesia or India, where there might be power outages from television, the opportunity to reach people with mobile and bring top-of-mind awareness and mental availability is huge.” 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 ( 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 .