20/03/2013 11:11 GMT | Updated 18/05/2013 06:12 BST

Why Brands Need to Wake Up to Engagement

There's a misconception in the mobile space.

Mobile is not its own vertical.

Mobile is much more horizontal and is the most inherently personal device; it knows where you are, who you interact with and what your interests are. This channel has maintained its "holy grail" position in the media ecosystem, as it connects and interacts with every other media channel, including print, TV, billboards, and web.

In essence, the all-encompassing 'mobile' represents the first time that an advertiser can fully gather and effectively use all of these data touch points, across channels, to create a unified profile of users based on measurable behaviors.

So what do we need to do to realize and capture these audiences?

We have to bring the discussion back to engagement.

By funneling every possible data point into an immersive mobile experience, it will inherently key off of other verticals within the traditional advertising system. Mobile is where it's all connected.

It's a mobile-centric world, but it's driven by multi-screen behaviors.

And increasingly, brands are trying to get the biggest bang for their buck.

Think of projects like Google Glasses, Aurasma's augmented reality, mobile 3D printers. One of the things Amobee has brought to the rich media space is the ability to create immersive 3D ads on a small screen. What that means is, rather than measuring in the digital space on a cost per click basis, we do cost per engagement.

We create immersive ads with wildly successful engagement rates.

We know how long someone is inside the ad unit, what areas the user is interacting with.

This is the type of engagement measurement that advertisers have been searching for, and this is the kind of engagement that should be standard. If advertisers continue to produce mobile ad campaigns like the one below, spend on mobile will always be greater than its competing media channels.

So brands, it's time to wake up to the engagement.