After a period of data obsession, mobile advertisers are placing more emphasis on mobile ads' creative elements, says Joe Laszlo, senior director of the Mobile Marketing Center of Excellence at the Interactive Advertising Bureau, in this interview. "It is only recently that we are starting to see mobile ad formats that use the full screen and use rich media effectively. ... It is only once the creative side of the industry realizes that mobile can be about full-screen experiences that are very immersive and dynamic and beautiful that is when creatives' ears perk up and they start to get interested," Laszlo says.

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