I use the “billboard” metaphor to address strategic messaging in an ADD-driven world. (See previous post: Social Media Marketing- The Billboard Metaphor: November 19, 2012). The concept is to understand your value proposition and your customers so well you can effectively get your message across in less than a second. Mobile banner ads pose an additional challenge. Traditional billboards you glance at while you drive by. They are there and you accept them for what they are.
Mobile ads cause you angst and you want them to go away as fast as they can. This creates an extreme challenge to the marketer. Your message must be honed to a compelling image and three compelling words to get the annoyed viewer to first look at it and then to respond.
Mobile Banner Ads are truly a case where you need to spend the time to write a “short letter”…. A wicked short letter!