It is well known that the amount of ad impressions does not equate to the number of actual ad views, but staggering new research from comScore has revealed the full extent of the challenge facing advertisers. Vibrant Media’s head of UK sales, Sam Pattison, explains…

There are unavoidable failings of execution when it comes to mobile advertising – from bad links to bad optimisation – and in this ‘year of the mobile’, brands must think beyond the desktop past of digital advertising if they’re going to be successful. Campaigns need to be relevant and responsive to devices while respecting the consumer, and this can pose a real challenge for brands and publishers, explains Vibrant Media’s Sam Pattison.