What Makes for Successful Mobile Creative?

Should advertisers and agencies seeking to advertise on mobile devices simply adopt the same creative approach they use for their online campaigns? Based on data from Dynamic Logic’s MarketNorms, a leading digital ad effectiveness database made up of 6,000-plus online and 110-plus mobile campaigns, the research included in this report identifies several creative elements that advertisers and agencies can adopt to maximize the creative impact of their mobile campaigns.

What Makes for Successful Mobile Creative?

Paul Edwards Dynamic Logic/Millward Brown

What makes for successful mobile creative? Should advertisers and agencies seeking to advertise on mobile devices simply adopt the same creative approach they use for their online campaigns?

Dynamic Logic, Millward Brown's digital practice, has repeatedly demonstrated that creative quality is an important factor in the success of an online advertising campaign.1But while many of the best practices for online creative hold true for mobile creative, the most successful mobile campaigns include additional important creative elements. Based on data from Dynamic Logic's MarketNorms, a leading...

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