|Why Stella Artois is Going Big on Mobile Video
When Stella Artois vp Harry Lewis is reviewing a creative, he doesn’t want surround sound or 4K video. Instead, he’ll watch it on his smartphone. That’s because it’s precisely how most people are going to end up experiencing the creative: As TV viewership stagnates, mobile video is on the up. ZenithOptimedia forecasts daily consumption to grow by 19 percent this year.
“We can see how much time our customers are spending on mobile,” he said. “The phone is as important as their right arm, and we want to plug right into that arm.” Lewis said 67 percent of pageviews on Stella Artois’ website have come from mobile users since January.
Stella Artois is not alone. With branded video content now crowding the newsfeed, Lewis says Stella Artois is working against both “brands and time.” Here’s how it’s planning to differentiate.
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This article was published on Digiday.com. A full link to the original piece is after the story.
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