This paper is for branding advertisers. By brand advertisers we mean the marketing leaders at the big brand companies as well as the talent at the agencies that work with the advertisers helping them get their message out. Let's acknowledge up front that we are in brand new territory (no pun intended) when it comes to brand advertisers sponsoring deep and empathetic software experiences (links to examples at the end of the paper). But there's no denying that this is a growing trend that has the capacity to bloom into a full grown "way of doing business."
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