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MOBILE WORLD CONGRESS - CREATIVE MATTERS MOST... AGAIN

MOBILE WORLD CONGRESS - CREATIVE MATTERS MOST... AGAIN

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Published by InMobi
InMobi's Mobile World Congress Thought Leadership Whitepaper Series: Defining the next phase of mobile adverting.
InMobi's Mobile World Congress Thought Leadership Whitepaper Series: Defining the next phase of mobile adverting.

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Published by: InMobi on Feb 18, 2011
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12/30/2011

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www.inmobi.com
THOUGHT
SERIES
LEADERSHIP
MOBILE WORLD CONGRESS
CREATVIE MATTERS MOST... AGAIN!
14 - 17
 
FEB
,
2011
 
© 2011 InMobi. Creative Matters Most... Again. Page 1www.inmobi.com
CREATIVE MATTERSMOST... AGAIN
MOBILE WORLD CONGRESS
13 February, 2011As 2010 came to a close, it was clear that the debate over if “this will be the year of mobile advertising” ended with it.Good riddance! Mobile advertising is clearly here to stay and it’s absolutely huge. Ad spending figures aside, consumershave announced their intentions by flocking to mobile, and advertisers have no choice but to follow.While the journalists and bloggers busily draft lists and make predictions, at InMobi, we decided to take a slightlydifferent approach. Rather than simply add to the noise, we took a step back and asked ourselves “what will define thenext phase of mobile advertising?”We chose to develop a series of whitepapers and offer in depth analysis, for a select number of topics. For the series wediscuss three concepts that we think will define the next phase of mobile advertising. We invited partners in the industryto collaborate with us, and invite you to join the conversation on
twitter@inmobi
or on our blog at
 www.inmobi.com/inmobiblog.
 James LambertiVP, Global Marketing and ResearchInMobi
THOUGHT LEADERSHIP SERIES:DEFINING THE NEXT PHASE OF MOBILE ADVERTISING
InMobi is the world’s largest independent mobile advertising network. With offices on four continents we provideadvertisers, publishers and developers with a uniquely global solution for advertising. Our network is growing fast andwe now deliver the unprecedented ability to reach 194 Million consumers, in over 115 countries, through more than31.5 Billion mobile ad impressions monthly. We recently were selected as a 2010 AlwaysOn Global 250 Company toWatch in Silicon Valley.InMobi is venture-backed with marquee investors including: Kleiner, Perkins, Caufield & Byers and Sherpalo Ventures.The company has offices in London, San Francisco, Bangalore, Tokyo, and Singapore.
 ABOUT INMOBI
 
© 2011 InMobi. Creative Matters Most... Again.www.inmobi.com
CREATIVE MATTERSMOST... AGAIN
MOBILE WORLD CONGRESS
 WHY MOBILE ADVERTISING WILL IGNITE A CREATIVE RENAISSANCE
Steve Jobs said, “Most mobile advertising really sucks.” We at InMobi agree. While our approach may be differentthan that of Mr. Jobs, it’s impossible to deny that iAd brought some much-needed attention to mobile creativeexecution. We’re convinced the important differences between mobile and the PC Web will spark the re-mergence ofcreative as a driving force in digital advertising.Creative’s impact on advertising is well understood and has been the focus of agencies for almost all of the 20thcentury. As advertising began its migration to the PC Web the expectations were sky high. But after 10, instead ofushering in a new era of creativity, Internet advertising creative has a tarnished reputation.Creative on the Internet is generally viewed as either a nuisance, with the continued persistent of unfriendly formatssuch as pop up windows. Or it’s factual and mundane, lacking all emotional impact. For example formats such asGoogle search ad copy or tiny graphical ad badges offer little opportunity for creative talents to shine. To illustrate thispoint I sometimes ask audiences when I speak, “When was the last time you saw a PC banner ad that you actuallyremember?” and I usually answers this myself with, “Never.”
On mobile things are going to be different.MOBILE ADVERTISING IGNITES A CREATIVE RENAISSANCE
Creative with high production values has already had a huge impact in the mobile advertising space. iAd alonedoubled the spending on mobile display in the U.S. and this demonstrates a real pent-up demand for high qualitycreative in the mobile channel. Advertisers driven by the demise of television viewership, the failure of creative on thePC Web, and the success of performance base advertising in digital, now see a golden opportunity to leverage thecreative potential of mobile devices.
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CREATIVE MATTERS MOST... AGAIN!

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