1) Load time is life and death
If your content doesn’t load fast you lose the user. This is an invisible tax you’re already paying but not realising.
Slow load time can result in as high as 50% drop off in people intending to read your content and actually doing that.
2) People scroll slower
On desktop people can skim a lot easier and scroll a lot faster. On mobile we find people scroll a lot slower. Less fluff more good stuff.
3) Amplification needs to be different
The context of where people see your ads has changed and so your approach needs to change. Don’t just click the box on mobile in your campaign settings. Set them up with mobile in mind.