Mobile Branding Goes Dark

It seems counterintuitive that advertisers would be interested in anonymity-based platforms in an age of Facebook hypertargeting.

Vegas.com is the latest in a string of brands to bet on incognito platforms such as smartphone app Anomo, after Whisper, Hulu and Universal Pictures.

Not everyone sees the light on dark social. Harley Block, brand development svp at agency Rokkan, predicted some marketers will wait until there is more scale. But he also hinted that anonymous platforms do have a Vegas kind of appeal.