User requirements: Analyze where users are interacting with their device. Ensure the design is legible and easy to execute, with a minimum hit area of ~44px for touchscreen devices.
Business requirements: Define the goals of the ad and track it in order to measure success of the ad.
Technical requirements: The code used to execute the experience needs to be light-weight. Lighter file sizes reduce load time.
User flow: Analyze how users get to the ad on the mobile page, position content within the ad to execute the task effortlessly, and optimize the landing page for mobile to make the conversion.
The takeaway: Advertisements with intuitive, touch-friendly designs provide a pleasant user experience and yield positive results.