Do Ads Fit with Mobile User-Generated Content?

Once, long, long ago, advertisers only had to worry what was on the facing page.

YouTube educated the mass market about authoring and sharing user-generated content (UGC), and now advertisers are catching on, too.

Clearly, mobile UGC spending is growing. But advertisers still face challenges in reaching consumers in highly personalized—and often unpredictable—UGC settings. Nevertheless, smart marketers are beginning to address the distinct mobile UGC environment through contests, branded tools and other forms of digital collateral that add value to consumers' creative and distribution efforts.