CANNES, France — Ads on a mobile phone have to pull off the twin feats of being both smaller and more engaging than their desktop forebears.

MediaCom’s global media head Ben Phillips tells Beet.TV mobile ad formats have moved on significantly over the last decade: “We’re seeing a lot more branding opportunities come in, like rich media advertising. Consumer are expecting us to provide them with a lot better advertising units, as opposed to the 320×50 banner.

“The engagement layer is completely different. We need to start understanding a little bit more about how the consumer interacts on that device.”

We spoke with him at the Mindshare party at the Cannes Lions International Festival of Creativity.

We taped this segment at the rooftop suite of the the MediaCom at the Martinez Hotel.