We've all gotten used to being more active online while we were stuck in our homes, and despite the situation now changing, this behavior won't be changing as much. Mobile is becoming more important than ever, and businesses need to keep up, especially in terms of mobile advertising. In fact, during the pandemic, mobile advertising placements jumped by 70% in the first half of the year.

What a lot of ads fail on is attention. Mobile users are used to instant gratification; they don't have the time or the desire to watch metaphorical, story-heavy ads, or wait for ads or websites to load. Mobile ads require even more attention-grabbing speed. Guidelines for making mobile ads keep advising shorter and shorter creatives for videos, as even the length can deter some users from paying attention to the ad. But exactly how difficult is it for mobile ads to gain attention?

On mobile, studies show that ads only have one second to grab attention. And once you do that, can you also keep it? When it comes to the mobile digital space, users have a much smaller threshold for processing information. If that threshold is crossed, it may lead to attention loss, lower memory retention, comprehension, or a negative experience with the associated brand.

But how do we know just what that threshold is? Or rather, how can we make sure we don't cross it? We've collected a multitude of useful tips, best practices, and even a checklist to help you optimize your mobile advertisements. Find out more in our new eBook, where you can expect to learn:

• Why and how you should leverage mobile advertising in 2022.
• Main mistakes in mobile advertising and how to avoid them, from a Consumer Behavior perspective.
• How to drive engagement, brand awareness, and brand recall with the right mobile ad approach.
• Concrete tips and a checklist for designing attention winning ads.