Beruflich Dokumente
Kultur Dokumente
THOUGHT
LEADERSHIP
CREATVIE MATTERS MOST... AGAIN!
SERIES
www.inmobi.com
14 - 17 FEB, 2011
MOBILE WORLD CONGRESS
CREATIVE MATTERS
MOST... AGAIN
As 2010 came to a close, it was clear that the debate over if “this will be the year of mobile advertising” ended with it.
Good riddance! Mobile advertising is clearly here to stay and it’s absolutely huge. Ad spending figures aside, consumers
have announced their intentions by flocking to mobile, and advertisers have no choice but to follow.
While the journalists and bloggers busily draft lists and make predictions, at InMobi, we decided to take a slightly
different approach. Rather than simply add to the noise, we took a step back and asked ourselves “what will define the
next phase of mobile advertising?”
We chose to develop a series of whitepapers and offer in depth analysis, for a select number of topics. For the series we
discuss three concepts that we think will define the next phase of mobile advertising. We invited partners in the industry
to collaborate with us, and invite you to join the conversation on twitter@inmobi or on our blog at
www.inmobi.com/inmobiblog.
James Lamberti
VP, Global Marketing and Research
InMobi
ABOUT INMOBI
InMobi is the world’s largest independent mobile advertising network. With offices on four continents we provide
advertisers, publishers and developers with a uniquely global solution for advertising. Our network is growing fast and
we now deliver the unprecedented ability to reach 194 Million consumers, in over 115 countries, through more than
31.5 Billion mobile ad impressions monthly. We recently were selected as a 2010 AlwaysOn Global 250 Company to
Watch in Silicon Valley.
InMobi is venture-backed with marquee investors including: Kleiner, Perkins, Caufield & Byers and Sherpalo Ventures.
The company has offices in London, San Francisco, Bangalore, Tokyo, and Singapore.
CREATIVE MATTERS
MOST... AGAIN
Creative’s impact on advertising is well understood and has been the focus of agencies for almost all of the 20th
century. As advertising began its migration to the PC Web the expectations were sky high. But after 10, instead of
ushering in a new era of creativity, Internet advertising creative has a tarnished reputation.
Creative on the Internet is generally viewed as either a nuisance, with the continued persistent of unfriendly formats
such as pop up windows. Or it’s factual and mundane, lacking all emotional impact. For example formats such as
Google search ad copy or tiny graphical ad badges offer little opportunity for creative talents to shine. To illustrate this
point I sometimes ask audiences when I speak, “When was the last time you saw a PC banner ad that you actually
remember?” and I usually answers this myself with, “Never.”
On mobile things are going to be different.
CREATIVE MATTERS
MOST... AGAIN
PC Web deisgn is cluttered and confusing. The ads Mobile design is simple and straightforward.
are hard to find, and generally ignored by users. The advertisements take center stage.
The PC Web is primarily a fact-based medium. Consumers love to “Google” facts and figures, look-up information in
Wikipedia, read the news online, get driving directions, research major purchases, browse travel sites, the list is endless.
But what all these tasks have in common is that they are fact based. The entire medium lacks a major element that has
traditionally made advertising on television so compelling. That essential element is, fiction.
The lack of fictional content is what drove the advertising to all be fact based. Performance based ads with compelling
offers and coupons succeeded, because the PC Web became synonymous with factual content. There was no place for
fiction.
CREATIVE MATTERS
MOST... AGAIN