April 4, 2011
Submitted by InMobi
CONGRESSWHY MOBILE ADVERTISING WILL IGNITE A CREATIVE RENAISSANCE
Steve Jobs said, “Most mobile advertising really sucks.” We at InMobi agree. While our approach may be different than that of Mr. Jobs, it’s impossible to deny that iAd brought some much-needed attention to mobile creative execution. We’re convinced the important differences between mobile and the PC Web will spark the re-mergence of creative as a driving force in digital advertising.
Creative’s impact on advertising is well understood and has been the focus of agencies for almost all of the 20th century. As advertising began its migration to the PC Web the expectations were sky high. But after 10, instead of ushering in a new era of creativity, Internet advertising creative has a tarnished reputation.
Creative on the Internet is generally viewed as either a nuisance, with the continued persistent of unfriendly formats such as pop up windows. Or it’s factual and mundane, lacking all emotional impact. For example formats such as Google search ad copy or tiny graphical ad badges offer little opportunity for creative talents to shine. To illustrate this point I sometimes ask audiences when I speak, “When was the last time you saw a PC banner ad that you actually remember?” and I usually answers this myself with, “Never.”On mobile things are going to be different.
Read the full whitepaper at http://www.inmobi.com/wp-content/uploads/2010/11/InMobi_TLS_CreativeMatt....
