We went to POSSIBLE with a point of view and came back with a lot of energy.
Before the event, we wrote about the gap between where audiences actually are and where media plans are heading. A week of conversations in Miami confirmed that this is very much the conversation the industry is having right now.The scale of mobile is hard to overstate. Users globally spent 3.6 hours per day in mobile apps in 2025, totaling 5.3 trillion hours worldwide according to Sensor Tower's State of Mobile 2026 report. And across cross-platform journeys, AppsFlyer found that mobile holds 60 to 80% of user activity even as audiences move between CTV, desktop and console.
What makes this an interesting moment is that the IAB's 2026 Outlook Study, based on insights from more than 200 brands and agency buyers, found that adapting to changing consumer behavior is the top media investment challenge, cited by 44% of buyers. Not macroeconomic conditions. Not measurement. Keeping pace with how consumers actually behave.
The direction of travel is clear. The opportunity belongs to brands that do more than shift budget into mobile. It belongs to the brands that build mobile into the structure of the plan.
The next question for advertisers is not whether mobile has scale. It is how to activate it without adding more fragmentation. That means formats that fit the user experience, measurement that connects across platforms, and creative that works with the moment rather than interrupting it.
Cross-Channel Is Where the Biggest Upside Lives
One of the most consistent themes coming out of POSSIBLE was how much room there still is to build truly connected cross-channel strategies around mobile.
IAB Europe’s 2026 Attitudes to Digital Advertising Report found that only 17% of respondents are currently activating the majority of their campaigns across channels. Mobile consistently holds the majority of attention across user journeys, but many campaign structures still treat it as one channel among many. The opportunity is to treat mobile as connective tissue: the place where second-screen behavior, app usage, gaming, commerce, and entertainment increasingly overlap.
AppsFlyer’s data tells a similar story. The brands best positioned to win are the ones building around mobile behavior rather than forcing mobile into plans designed for other environments. That shift is happening, and POSSIBLE made clear that the appetite for it is growing fast.
Audio Is Where the Next Opportunity Is Opening Up
Within in-app advertising, audio is the format where the most interesting conversations are just beginning.
IAB Europe’s 2026 report shows that digital audio remains less mature than display and video, with more uncertainty around adoption and visibility. That is not a barrier. It is an opening. For in-app environments, and especially for gaming, brands have a chance to test audio in moments where users are already engaged, sound is native to the experience, and the format can complement display or video without adding more visual clutter.
The case for in-app audio is straightforward. It can work across passive moments, like someone picking up their phone during an ad break, and active sessions, like a user inside a game or app where sound is already part of the experience. It can build awareness with less visual interruption. It can reinforce messages from other channels without asking the user to stop what they are doing. Combined with display or video in the same in-app environment, audio gives brands another way to create presence without relying only on the screen.
The early adoption stage IAB Europe identified is exactly where the opportunity lives: before the channel becomes crowded, standardized, and more expensive to stand out in.
This is where Odeeo’s view of the market is especially clear. In-game audio is not about adding another interruption to the user experience. It is about creating a brand moment that fits the environment, reaches users while they are engaged, and works alongside the rest of the media plan.
What Comes Next
POSSIBLE was a reminder that the industry is not short on momentum. The bigger question is where that momentum goes next.
For advertisers, the opportunity is to move from mobile reach to mobile strategy: connected planning, better-fit formats, and creative experiences that reflect how people actually spend their time.
If these are conversations you want to continue, we would love to be part of them.