From the editor: Go mobile native

This editorial introduced the September 2015 issue of Admap magazine, which focussed on creativity in mobile advertising.

From the editor: Go mobile native

Colin GrimshawWarc

I received an email last week from a disgruntled reader of our daily Warc News bulletin. A senior executive in the TV/cinema industry, he was perplexed at what he thought was overcooked celebration in these news bulletins of the creativity of internet ads, viewed largely on mobile phones. Despite spending a lot of time on the mobile internet, he and his (early twenties) children recalled a far greater number of ads seen on TV than those viewed on their mobiles, he said. He concluded that advertisers' rush to mobile was doubtless...

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