Research
March 10, 2016
Mobile strategies can give brands an edge
By Chantal Tode
Short video ads of five, 10 and 15 seconds in length performed better on smartphones across a number of metrics compared to tablets and personal computers, according to new research from YuMe and IPG Media Lab.
{"ct":"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","iv":"266e3ffb6bca361dc86594ce4ef8bd5b","s":"c4f258acbd2257b5"}
Share your thoughts. Click here