Nonprofits might be tempted to apply the same rules to mobile ad campaigns that apply to online, but they should think twice before doing that, according to panelists at the DMA's Nonprofits Mobile Day.
The mobile device’s screen size versus the computer’s, or even a layout in print, means that the ad creative and call to action require special attention, and so does location. However, mobile banners do share with online units the ability to let consumers interact in a two-way manner to drive traffic to Web destinations either for donations or alert registrations.
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