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":"e337278b0eb02a10db42bdd546accfdf","s":"afcf047bf0e27715"}
Share your thoughts. Click here