Being creative in mobile advertising is much more difficult than in traditional media.
The real estate — the "creative palette," if you will — is smaller. The users' attention span is shorter. The medium itself is new.
And a lot of it can't be seen easily, the way TV commercials or magazine ads can be seen online.
After extensive research — and reading nominations from movers and shakers in the field— we have ranked the 30 most creative people in the mobile advertising. We defined creativity broadly, from people using the new technology in innovative ways, to those who are creating new tech for the medium, to those with more traditional ideas or design-driven roles.
While it's unfair to compare people from different fields of the mobile ad sphere, we tried to rank the nominees based on experience, contributions to the field, and out-of-the-box thinking.
We also noticed that both our research, and the nominations process, produced a shockingly undiverse list in terms of race and gender. (If we missed anyone who deserves to be on here, please let us know.)
28 - 30. Victor Wong, Roger Lee, and Victor Cheng, the CEO, COO, and CTO of PaperG
Wong, Lee, and Cheng have perfected a dashboard that creates customized mobile display ad campaigns in under a minute.
According to PaperG, its PlaceLocal system creates an attractive and robust mobile display ads using only the name and location of a business. The system then pulls creative assets from the web and suggests a color scheme.
Sure, the ads aren't the most visually stunning things you'll see on your phone (we'll get to those later in the slideshow), but it's really, really fast.
It only took one minute to make this ad campaign mockup for Gobo, a vegetarian restaurant in NYC.
27. Jason Newport, SVP head of mobile strategy, Aegis Media (including Carat)
Newport grew a mobile team at Aegis to a powerhouse that serves clients including Disney, Pfizer, GM, and the Home Depot.
And he likes to experiment beyond boring mobile banner ads. Newport developed a Mobile Circular ad for home depot that allows consumers to "swipe through" a range of products and deals — so there were 11 offers in one ad unit. (It's kind of like a traditional insert retailers place in newspapers.)
It gave Home Depot its highest mobile site traffic ever.
Newport also founded Omnicom's Mobile Behavior and handled social and youth marketing for AT&T at Fleishman-Hillard.
"He has always brought the sensibility of a technologist, the spirit of a creative director and the voraciousness of a successful entrepreneur to everything we have done together since we first began working together in wireless, when penetration in the US was less than half of what it is today," said Paul Okimoto, VP of Radio Shack.
See the rest of the story at Business Insider
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