Ad creative that keeps things short, clear and valuable to the user is essential to better mobile advertising, according to a report by IAB and Millward Brown based on interviews with Cannes Lions judges and ad agencies. Today's mobile display outperforms online display as it existed in 2000-2004, said Millward Brown's Ali Rana. Mobile's effect is on the decline, but that can be addressed by creative quality, Rana said.

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