Google UK’s head of performance Matt Bush has revealed that luxury brands and agencies are not creating good enough advertisements that are suitable for mobile devices.
He announced this at the Tech & Tastemakers summit held on Tuesday: “I’ve yet to see a really good creative mobile campaign,” he said. “There are one or two – I’m generalising – but generally there aren’t any if you look at the campaigns that go through Google. The most creative are, to be honest, search ads because they are actually thinking about the uniqueness of the device.”
Bush said that some of the bests ads that he had seen, came from basic search formats and that Google is keen to get brands and agencies to work with them to come up with different ways of advertising to a mobile audience.
He also spoke about the protection of data and emails, and stated that companies like Google help to educate customers, but there is only so much they can do.
“Consumers need to start thinking about their own data and how they protect that data and what they are putting in a social, public environment.”
Bush struggles to think of brands that have used their services in a eye catching way and it’s a challenge to get luxury brands to use platforms such as Youtube for story.