"Think human, be human," is the most imperative aspect of successful mobile advertising says Mandeep Mason, director mobile and Windows 8 advertising - international.
Speaking at today's IAB Mobile Engage conference Mason explained that right now is a very "fragile time" for advertising as consumers need to trust what is being done with their data and now is the "most important time to get it right".
Mason commented that apps have ultimately changed the way consumers interact and brands need to start "thinking about social and thinking about the cloud.
"We're all storytellers, connected in a way we haven't been before with mobile and tablets becoming the new face of fun. We now have experiences centred around screens; watching funny YouTube videos for example."
Thinking of the human experience at the end is crucial to success on mobile.
Speaking of the proliferation of mobile Mason says that we will seethe "death of certain parts of advertising, but there has never been a more important time to make mobile part of your business. Brands can no longer afford to ignore the mobile majority and tablet sales".
From a consumer standpoint Mason comments that customers expect a "unified experience" and that brands should have both an app and mobile enabled presence, with the crux being that the two should "communicate with one another" as consumers expect that as tech can deliver it.
As a response to this desire for a seamless experience across mobile, app and web Mason discussed Microsoft's 'Polymorphic advertising' experience (see video) which allows brands to focus on "storytelling rather than implementation".
The world in which we inhabit is "fascinating and will only continue to evolve, it's time to reimagine advertising as we know it," says Mason.