Technology & Consumers
Aki Spicer, Director of Digital Strategy at Fallon Worldwide, gives us insight into the gap between advertisers and consumers in mobile. Consumers are adapting quickly - faster than advertisers and brands. He points to the the first clumsy tablet ads as starting points for how advertisers can watch consumers interact, listen to feedback and apply it to close the gap with each new project.
“Some of the first ads on tablet were just a magazine ad put on the screen. When you observe users, they're banging on the ad expecting something interactive to erupt. And in the first ads, that's not the case. That's it.“
- Aki Spicer
- Published August 2011