Marketing association (mma), and with the assistance of the media rating council (mrc), the. Mobile web advertising measurement guidelines" provide a framework to govern how ad impressions are counted on the mobile web. Mobile-specific ad copy with relevant unique selling propositions (usps) and calls to action (ctas: 2. Cpa following trend: black friday alone saw a 400 per cent (% percent) increase in conversions through the same keywords on mobile yoy. Campaign (p. 190-191: mobile advertising continues to show rapid growth acceleration and has become an unmissable part of any marketing strategy, smartphones have become essential personal devices that people carry with them almost everywhere. Or are you building a utility that people will use on an ongoing basis? ix. Think about the device: problems occur when brands try to shoehorn existing content on to a mobile device. 7: instead of thinking about the limitations presented by screen size think instead about.