Short Takes: Why Creative is Key for Mobile

“Today, poor creative can even have a negative impact on a brand, compared to the past three years when creative quality did not matter as much within mobile,” said Ali Rana, senior vice president and head of Dynamic Logic’s Emerging Media Lab.

For one, repurposed online creative just won’t cut it any more, the research suggested, while cluttered ads perform especially poorly. Instead, the key is strong branding and straightforward calls to action, Rana said, making the most of the fact mobile ads benefit from a larger proportion of screen real estate compared with online.

While mobile has traditionally performed well for high-involvement categories such as finance and auto, Dynamic Logic reported growing success for categories such as CPG, moving the needle on metrics such as favorability and purchase intent.