IDG Contributor Network: As smartphone time dominates, branding imperatives shift

Brand marketers have long debated the merits of TV, with its massive reach and engaging video, versus the combination of email and the web, which offers interactivity and increasing degrees of personalization. But a third leg of the cross-media table is emerging, and that’s smartphones, where tech development is evolving from user-driven to agent-led initiatives.Buoyed by speedy 4G networks and larger screens that make them a more natural platform for video, smartphones offer a level of ac