Mobile advertisers should "optimise their creativity" for maximum impact.
This is according to Jon Mew, director of mobile and operations at the Internet Advertising Bureau, who observed that relevancy was also imperative.
"On mobile it's key that advertisers think about optimising their creativity for a mobile device and that the ads are relevant," he emphasised.
"The targeted nature of mobile means you have the opportunity to make advertising more relevant than on any other media."
According to a recent YouGov poll, only five per cent of smartphone users welcome adverts on their device, wireless communication device users may be interested to learn.
However, Mr Mew remarked that mobile ads often translated better than on other devices.
"Consumers are actually surprisingly engaged with mobile advertising," he explained. "Response rates are often many times greater than on other channels."
Some 70 per cent of smartphone users believe that ads are intrusive, the YouGov poll found.
Meanwhile, 88 per cent of smartphone users ignore ads on applications.
Posted by Andre Dixon