Steve Jobs was fond of hyperbole. But two years ago, when he declared that “mobile ads suck,” the industry didn’t exactly come back with a flood of counterarguments.
How far have they come in that short time? The easy, if incomplete, answer: not far enough. As marketers focus on data targeting and the tactical aspects of mobile advertising, they continue to give short shrift to creative. For all the potential of always-on, Internet-enabled, multimedia devices, mobile ads—both on smartphones and, often, tablets—are still seen as too difficult to make out, bland or just plain ugly.
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