Here at our mobile marketing agency, we in the creative team love to focus on “the art”. However, style is nothing without substance. Mobile ads have a reputation for being fun projects and are a chance to really get creative, think big and do something new and different. We always put creative at the heart of our mobile strategy and mobile app marketing. Here are five tips for creative success:
Call to Action
The call to action (CTA) is critical and should be used properly. It sounds simple but making it as prominent and enticingly clickable as possible is very important. A CTA could be a click-to-call, a click-to-url or any click that leads the user out of the ad unit, often to download or make a purchase. The CTA can be copy, a space on the page or a button, and can animate (pulse, move about the screen, etc.) or be set apart in a contrasting colour/style. Copy should be short, concise and appeal to following through on the action in the here and now.
Video is a powerful way to engage users in any channel, however videos longer than 30 seconds on mobile tend to have much higher drop-off rates near, and immediately after, the 30-second mark. Videos that are shorter have a much higher engagement because they are asking the user for less commitment and engagement when on the go using mobile devices. For the purpose of advertising it’s recommended to keep your video short and get all your take-away points communicated swiftly, ideally within the first 30 seconds.
Placement specs are everything you need to know about the design to make sure your ad runs as you want it. It’s important to know every part of these specs. This will include the size of the ad, pixel quality, whether a banner is expandable or an interstitial, number of frames, animated or static requirements and where your ad will appear on a page. Orientation-awareness, for example, is an important one that can often be missed. If your ad is to be positioned half way down a scrollable page and is animated, make sure the ad is only triggered when the user reaches that certain point. You could set the ad to loop continuously but always be aware of loading time and data-capacities (see below).
Do not underestimate the effects of loading time. It sounds simple but it can be extremely frustrating and no one likes or has much time to wait for loading content, especially on mobile. File sizes balloon very quickly as high-density images contain four times the amount of pixel information. Make sure you know the device capacity that you are targeting too. If a phone cannot support high res images then you should not attempt to serve them high res advertising. Also be aware that some creative may have to be Wi-Fi-targeted only. Even if the creative is not file-heavy it may be heavy on the connection and not run as effectively on 3G.
Always consolidate your ads where you can, to save time in design and development. Dimensions of mobile ad placements are beginning to standardize however some larger media plans include numerous sizes from different publishers and ad networks that are extremely similar. If you apply a common safe area with margins to a single design, or creating ad designs that adjust to fluidly fill the space available, you can use your time more effectively and keep costs down. Don’t ever stretch the ads to fit different sizes however as pixel quality can be tampered and you don’t want your ad to look squashed or stretched.
If you have any questions or would like to talk through some creative ideas for your mobile campaign, please get in touch.