What does an effective mobile media buy look like? Alan Smith, chief digital officer at Assembly, points to a campaign he recently spearheaded for 1-800 Contacts. As part of a larger effort, MDC's media agency sought out to drive a low funnel response with "dynamic creative," Smith told attendees of OMMA Programmatic Mobile, on Thursday. That meant understanding target audiences in context, and then actually buying the media the right way. Smith and his team did that by balancing incentivized and non-incentivized deals with contextualized creative. The extra incentives certainly raised sales, according to Smith. Also, "In trying to get scale and quality, you need to use a proliferation of formats," Smith added. That means "different types."