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• Localized Creative Improves Click-Through Rates, Engagement by Gavin O'Malley

  Across channels, consumers increasingly find ads with localized creative to be more relevant, according to a new report from Opus Research advisory service Internet2Go. ...Read the whole story

• Something Massive Becomes Even More So, Acquires Circ.us, Gets Into 'Post-PC' Act by Joe Mandese

  Living up to its name, Los Angeles-based digital agency Something Massive has acquired New York-based Circ.us, a tech-focused creative shop best known for some remarkable augmented reality campaigns for brands such as Red Bull, Ben & Jerry's and others. As part of the move, the agency is adopting a new position in the crowded field of digital marketing services, claiming to be the "first post-PC advertising agency." ...Read the whole story

• automotive Lee Majors Not In New Mazda Campaign by Karl Greenberg

  Mazda is launching what it is calling an "inside-out" ad campaign in support of the new 2013 Mazda CX-5 small crossover. The effort, which mines the central theme of that '70s show "The Six Million Dollar Man," starts on March 28. ...Read the whole story

• Android Users Turn To ESPN For NCAA Coverage by Mark Walsh

  ESPN is pulling in March Madness-crazed fans on mobile devices. New research from NPD shows the cable sports network was the most popular mobile site among Android smartphone users during the first week of the tournament. ...Read the whole story

• UK Banking Tech Firm Monitise Acquires US-Based Clairmail For $173M by Steve Smith

  The UK banking services company Monitise plc has acquired the US company Clairmail, which is considered a leading third-party provider of mobile banking and payment solutions. The acquisition will be paid by issuing new stock shares, valued at $173 million. ...Read the whole story

Can A Mobile Ad Make You Cry? Not Likely by Steve Smith

For over a decade, digital creatives have asked the question of whether a digital ad carries the same kind of storytelling and emotional oomph as the great TV spots. But according to some fascinating research involving brainwave analysis and ad response, the basic elements of human perception, cognition and emotion stack the deck against advertisers getting from a mobile ad the kind of engagement we might get from a 30 second TV spot. ...More

• Best Practices In Mobile Video Advertising by Srini Dharmaji

  According to a recent report from AAAA Media Mind, mobile ads reach "one out of every three consumers." Therefore, the key for most industry insiders is not if mobile video advertising is the best strategy for their clients, but rather how to effectively engage consumers in a way that translates into revenue and sales growth. ...More