“In spite of being touted as the next big thing for over a decade, ads to mobile phones have remained inconsequential. Larger screens and better software are improving the appearance of mobile internet browsing and accompanying adverts. What is still lacking is a reason to pay attention to ads on the move. Prettiness alone does not turn heads.”
FT.com / Lex / Consumer & Retail - Ugly success (via heyitsnoah)
I still strongly believe that mobile has incredible potential, but it’s unrealistic to approach mobile advertising with the same strategy, creative, execution, and infrastructure as traditional digital advertising. For mobile to succeed it will require a paradigm shift within the industry, and we can’t expect to build a bridge to tomorrow’s technology using today’s knowledge and tools.
