When it comes to your audience’s mobile access to your brand, you need to approach creative strategy and content with insights into context, creative copy and images within ads. By doing so, you will be able to optimize any marketing campaign for maximum on-screen visibility and engagement.

To begin, let’s consider the user experience of someone who is using a mobile device. Consumers are increasingly accessing the internet on the go—thus often giving them less time (and perhaps less patience) than they would have at home or work. This means that if a website doesn’t load quickly enough, an ad is heavy with text, or making a purchase isn’t as frictionless as possible, you may lose potential customers who might’ve considered purchasing from you had they experienced your brand differently.

Mobile devices are also a major conduit for entertainment and information, so take advantage of this opportunity by creating video content that speaks directly to them on their phones—it will help build trust through interaction and establish an ongoing relationship between viewers and your brand. OTT and YouTube are great advertising positions for mobile users, and serving your own content there is a great way to augment your campaign.