Tag: ads matter

Even in the age of hypertargeting, creative still matters: mobile creative best practices

Mobile marketers: on a scale of 1 to jump out the window, how tired are you of the phrase “right message, right user, right time?” I know I’m sick of it—and I’m guilty of using it myself, because it’s one of the biggest cliches in mobile for a reason. Mobile’s ability to target exactly the individuals most likely to be receptive an advertiser’s message is a game changer. That said, there’s another core component of traditional advertising that doesn’t always get the attention it deserves on mobile: creative. That is… what does the ad say and what does it look…..