Commentary
Native on Mobile: Not Always 'Working Media'
- by Wayne Friedman , Staff Writer, May 19, 2014
Media investment is mostly about wasting few resources and getting the most ROI. But it doesn't always work that way -- especially with new stuff like native
advertising on mobile platforms.
Speaking at OMMA Native, Mark Grande, senior director, programming & integrations, MEC, says: "We all know working media needs to work. Taking money out of working media is scary stuff."
Grande says companies have no problems when it comes to developing/experimenting in coming up with products and services. "Think of your media and messaging the same way. It might not meet all objectives. You are going to see a lot of brands do things this way."
Speaking at OMMA Native, Mark Grande, senior director, programming & integrations, MEC, says: "We all know working media needs to work. Taking money out of working media is scary stuff."
Grande says companies have no problems when it comes to developing/experimenting in coming up with products and services. "Think of your media and messaging the same way. It might not meet all objectives. You are going to see a lot of brands do things this way."
Wayne Friedman is West Coast Editor of MediaPost. You can reach Wayne at wayne@mediapost.com.
