“It won't be eliminated completely, but I think all the clients that we work with in all regions of the world are focused on reducing fraud as much as they can and getting transparency into the supply chain by using third party verification.” 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. “People are spending less time in front of the TV or computer screen because they have a lot going on,” he said.
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. “People are spending less time in front of the TV or computer screen because they have a lot going on,” he said.