Brands venturing into native advertising on mobile need to be more focused on consumers' needs at any given moment, Megan McCurry, vice president of media at Digitas, said at the MMA's SM2 conference. "I think a lot of brands that want to get involved in this space have a very brand-centric view and not a consumer-centric view, so they go out there pushing the brand messages, but it's not a 'This is what the consumer is saying, give them what they need,' " she said.

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