Shifts for 2020: Multisensory Multipliers

Marketers need to shift strategies as consumer expectations diverge between efficiency (emojis, messaging) and immersiveness (VR, in-store).
Context determines the best approach, leveraging multiple senses and offering choices.
Mobile video should capture attention instantly, with planning for on-the-go, lean-forward, and lean-back experiences.
Success requires granular measurement of business value per creative, platform, and audience.
Weekly ad testing, nimble creative turnaround, and cross-team collaboration among creative, measurement, and media teams are essential for mobile advertising success.