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":"c2a3984c2e32ea17cb12192eabd9c44b","s":"6d803b0ebd1be4fb"}
Share your thoughts. Click here