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Traditional ad creative way of thinking cannot apply to mobile, says Joule CEO Daniel Rosen

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By Jessica Davies, News Editor

May 16, 2013 | 2 min read

The traditional ad creative way of thinking cannot be applied to mobile, according to CEO of EMEA for Joule and former managing director of AKQA Mobile Daniel Rosen.

Speaking at the Internet Advertising Bureau’s (IAB) Mobile Engage event in London today Rosen said mobile advertising requires a new form of ad creativity, one which focuses much more on using the skills of technology experts rather than traditional ad creative alone.

“It amazes me that I still have to say this but the traditional ad creative way of thinking can’t be applied to mobile – that’s a myth I want to dispel.

“There has never been a more exciting time to be creative and we have amazing new talent coming through on the mobile side from coders to creative technologists. We must embrace this new breed of creative,” he said.

However, the criteria necessary to excel in mobile advertising has changed significantly since the “golden era” of advertising which saw ad creative dominated by the talent of film directors in the TV space and photographers in the press ad space, according to Rosen.

“We are at the point where we need to add in technology and look at what software engineers are doing – moving from saying to doing – because different models are needed,” he added.

Rosen’s comments came during the IAB’s Room 101 session in which speakers were asked which mobile myth or misconceptions they want to dispel.

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