Engaging mobile brand fans through social channels such as Instagram or by offering mobile games are some of the strategies brands are using to earn consumer attention in a space crowded with banner advertisements that users would prefer to ignore, executives from big brands including Forever 21 and GM say. Speaking at an industry event, representatives from top brands say personalization is key to mobile ad success. "There has to be an elegance to delivering the message because phones are such a personal device," said Jon Nolz of the mobile ad network Hipcricket.

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