The following is a guest contributed post to MMW from Shawn Arora, the founder of LaunchSpark, a Toronto-based explainer video agency with a focus on ROI.
2016 was a pivotal year for mobile advertising. According to an IAB report, for the first time ever, digital ad spend had surpassed the money spent on TV advertising. More importantly, mobile constituted a higher share of digital ad spend compared to desktop. As a platform, smartphones and tablets are no longer an innovative new channel that businesses with spare budget like to experiment with. Along with TV and desktops, they now constitute the vital third avenue for marketing spend.
But picking the right channel within the mobile platform can be tricky. The smaller form factor of smartphones make the medium unsuited for banners, interstitials and other similar forms of advertising. While these ad channels continue to