The question remains: How do you create an effective a mobile campaign? Simple: by scraping everything you know and starting over from the ground up. The solution for creating a successful mobile campaign lies in what The Daily has done for news. They looked at the technology first. Then they adapted its product, news, to take full advantage of the technology. The same has to be done when developing a mobile advertising campaign. You have to look at from what works best on the platform as opposed to trying to make old techniques fit new technology. Most mobile advertising still relies on banner ads, an invention carried over from laptops and desktops—which was just an extension of traditional print ads and TV spots. But we now have tablets and smart phones that are more powerful than the computers that put a man on the moon. Your mobile advertising should take full advantage of the tools and technology mobile provides. And this is not to say that banner ads are bad. In some situations they work well. But new tools demand a new way of doing things. Effective solutions don't rely on old ideas. Effective mobile solutions come from rethinking the problem from the ground up.
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