Marketers can’t remember this often enough: Mobile is not one screen or two screens. Or three screens (smartphone, tablet, and e-reader). Or four (ultrabook). Or five (phablet). Or six (fill in the blank with whatever connected device consumers will be flocking to next.)
Google Glass? The Apple iWatch? Mobile is a behavior. The only common thread uniting the vast and diverse mobile arena is that consumers are taking a connected device with them on the go.
By: Anna Bager
Some of the most forward-thinking creatives and mobile leaders have begun to answer these questions, creating campaigns and products that demonstrate “liquid creativity,” mobile creative that flows like a liquid across devices and fits flexibly into the distinct opportunities each has available. IAB is featuring these people and their accomplishments at our June 18 session at the Cannes Lions International Festival of Creativity entitled “Liquid Creativity: Secrets of the Mobile Superstars.”
Responsive design often comes up as an answer to liquid creativity. This is the idea that a web server can recognize the device in which it is supposed to render content, and make adjustments for qualities like screen size. But do we trust computers to make decisions about ad content? Do marketers still want to approve each permutation of an ad? Responsive design can disrupt long-held norms of digital advertising.
Flexibility is an pportunity. Marketers need to approach mobile not by device, but by their individual objectives. Select the ideal combination of right time, right environment and right consumer, and then incorporate whichever device or devices best serve the intention.
ABOUT THE AUTHOR
Anna Bager is Vice President and General Manager, Mobile Marketing Center of Excellence, IAB (Interactive Advertising Bureau).