Agencies and Cannes Judges Say Less Is More for Mobile

IAB study on creativity offers best practices

Marketers need to clearly brand their mobile ads with a logo, while utilizing pithy copy that offers something valuable in exchange for their engagement, says a report by the Interactive Advertising Bureau and Millward Brown set for release today. 

For the creative-minded study titled Mobile Manifesto, the IAB and the researcher conducted 15 in-depth interviews with Cannes judges and ad agencies, including Chiat Day, Draft FCB, JWT, R/GA and Digitas. They suggested that some proven tactics for display advertising, social media and email, such as "be concise," also work for mobile—though there are distinctions when it comes to this emerging space.

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