Last June, during the IAB Devices Conference in London, Alex McIlvenny – Managing Director at Numbate – discussed creativity in mobile advertising and how to capture the right moment and create the magic on mobile.
When it comes to creativity, the mobile advertising industry is still at its early stage. Adblocking is rising on mobile and yet, market players continue to stand back, waiting for anybody else to take that step toward better targeted and less intrusive advertising on mobile. As mobile is the most personal device, advertisers have to find a way to better address their message on mobile. As Alex explains, the best way to do so is to capture the right moment to get better attention from the mobile user and create the magic on mobile. As the user is the absolute king, mobile advertisers have to focus on user experience and how to improve it on mobile.
See the full video of his intervention below.