COLOGNE — Mobile advertising is exploding, demanding focused investment and new strategic approaches from those who deliver it.

“I only think mobile – I honestly think that’s the only thing we should be concerned with; we hear that from publishers. ” says LiveRail’s EMEA head Yoav Armstein, whose ad tech company was acquired by Facebook.

“Mobile is challenging. The tagline should be ‘less is more’ – mobile is about less real estate, more engaged users that will have more scrutiny about the type of advertising they see.”

When you pare back the number of ads served, that had better mean the ads you do deliver hit home, Arnstein adds: “In a mobile environment, even more than other digital environments, relevancy is absolutely critical. Relevancy will always rule.”


This video is part of a series from DMEXCO presented by Mediaocean.  Please find additional videos from the series here.