With consumers now spending two- thirds of all internet time on mobile devices, brands must focus on business growth, customer expansion and measurable activation. There are many opportunities for advertisers to use mobile in more engaging and effective ways than ever and to embrace innovative content. Location data, VR and 360 content, live video, data, and consumer insights are all factors in creating compelling and interactive consumer experiences. Brands need to understand what consumers want in relation to mobile content, as well as their position in the market. But how can brands measure this relationship and ROI? Where are brands betting big with their advertising budgets and how can they make use of content to enhance their relationship with the consumer? And how can original and targeted content be effectively exploited?