Inappropriate creative executions
Mobile advertising is a unique medium and demands its own set of creative parameters. It also has its own unique drawbacks. For example, smaller screens translate to the need for shorter, more specific copy. Likewise, when planning for touch screens, designers shouldn't simply replace the mouse on a desktop ad with a finger on mobile. This limits the engagement opportunities a touch screen presents via pinching and swiping. That said, if you're going for a point-and-click approach, make sure that your buttons are large enough. (Apple recommends a minimum of 44 pixels square.)
"The problem with bad advertising formats in mobile is that the screen is so small that poorly integrated ad units are both annoying and disruptive," says Eric Picard, CEO of Rare Crowds. "We need creative formats that are deeply integrated with both the mobile experience and the content experience of individual publishers."
Looking to the future, the industry "needs one set of creative formats that are broadly available to enable brands to get scale in mobile," Picard adds.
AdTruth's Lamberti notes that mobile's creative potential is awesome. "Mobile is a new chance for the digital industry to reinvent the role of creative," he says. "We basically spammed the desktop with 'pop everywheres' and neglected the consumer in the process. Repeating that mistake in mobile could kill the ad industry. We have to respect the personal nature of this device, pay attention to privacy and respect consumer wishes, and build great creative experiences around this reality."
Lucia Davis is a freelance writer.
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