Digital ad creative is changing mostly because the devices on which we are consuming it are changing. A decade ago it was all about go big or go home. It was all desktop — all the time. In this era, the IAB introduced their Rising Stars. Big and in your face was the mantra. We didn't have to worry about the experience on a mobile device because frankly you couldn't experience much on mobile. Flash wouldn't work on most phones and mobile rich media wasn't very prolific, so static ads it was. They were small and easy to ignore. It didn't really matter anyway — after all that wasn't where our audience was, they were on their desktops and laptops. Now, as predicted by countless industry experts — that has reversed.