Last week, I attended the Mobile Media Summit in New York, where panels of advertisers discussed the increasing use of mobile media and all that it implies. Among a number of topics – from creative quality to getting clients to embrace this medium – one particular discussion stuck with me. Although seemingly obvious, the discussion of creative best practices for mobile media was a much needed wake-up call and applies to anyone involved in the mobile arena, whether you’re just dipping your toe in or diving headfirst.

With many varieties of smartphones and tablets, there have been – and will continue to be – new creative opportunities around every corner. However, consumers have not been significantly responsive to the majority of mobile ads. This hints that the mobile audience is becoming jaded about the novelty of mobile technology and that advertisers need to revisit fundamentals. Ali Rana, SVP and Head Scientist for the Emerging Media Labs at Dynamic Logic, prepared an informative presentation that focused on three characteristics of successful mobile advertisements:

1. Location of logo: Mobile ads must make an impact in a very short period of time. Since we read left to right, the logo should be placed in the upper left hand corner of an ad. That way, viewers will see it immediately and remember it.
2. Call to action: In order to get a response from viewers, an ad must ask them to do something. Being that mobile is an intimate tool, the call to action should encourage interactivity by including a link or other continuation of the experience.
3. Clear and consistent branding and messaging: As always, an ad should accurately represent a brand’s personality and include consistent branding elements. Viewers should also be able to easily identify what an ad is saying.

So, rather than getting too excited about the vast creative opportunities mobile media presents to the advertising world, it is smartest to step back and consider the most effective strategies, then let the creative material flourish.