What Agency Creatives Don't Know About Mobile Advertising

3 Minute Ad Age, Sept. 16, 2008

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NEW YORK (AdAge.com) -- Do the creatives at your ad agency really understand mobile-phone advertising? While all emerging digital media have their complexities, mobile-phone communications can be unusually complicated because of the tangle of incompatible device sizes, proprietary standards and lengthy procedural requirements of all the different carriers. At the same time, the internal logistics of some agencies may effectively prevent creatives from acquiring the most basic materials and information needed to produce effective mobile ad campaigns.

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