As Americans start planning their safe return to the office, Banana Republic is shifting its marketing messaging to existing and new consumers. Watch Industry Voices, with Jen Mullen, vice president and head of stores at Banana Republic, to learn how the retailer is using mobile couponing and social campaigns to drive traffic back to its physical stores.

The peer-to-peer payments firm kiboshed its global public feed and made its app more user-friendly—helping it become more attractive and push traffic to newer products, like Venmo Card.

Although mobile video ad spending and viewer numbers are surging, most streaming still happens through TVs. Mobile video consumption and ad spending figures are heavily influenced by out-stream ads that appear within users’ feeds on Facebook, Instagram, Snapchat and Twitter. YouTube also gets much of its traffic from mobile.

Even platforms that get much of their traffic from mobile can benefit

When retailer Cynthia Rowley saw that mobile comprised roughly 72% of its traffic, the company decided to launch a text message channel, giving consumers another communication channel beyond email.

Processes like monitoring data to make sure volume estimates and actual traffic align, enforcing app-ads.txt requirements, and using internal and third-party invalid traffic detection technology make a big difference. The impact on our buyers from any of the recent ad fraud schemes has been nearly non-existent.