In advertising, the mobile ad seems to be the new black. Many in the industry have called for a “lead with mobile” strategy and market developments certainly point towards the merits of focusing on advertisements designed for smartphones and tablets. Just last week, Facebook reported a 40% jump in revenue and attributed it to its strengthening mobile ad sales, which currently accounts for almost a quarter of the social media company’s total earnings.
The rapid proliferation of mobile devices, coupled with such encouraging news, is likely to have advertisers jumping recklessly onto the mobile ad bandwagon without understanding how to effectively produce meaningful engagement with the consumer. While mobile ads have inherent advantages over more traditional platforms,—the greatest of which is its customizable user experience—coming up with a great mobile ad that fulfills its purpose can be tricky.
Here are some useful tips on how to put together a successful mobile campaign, including valuable advice from the juries of the Clio Awards 2013.
Keep The Message Simple
With the limited screen “real estate” on mobile devices, mobile ads have to compete for the extremely short attention span of the user. As such, the message will have to be kept simple and straightforward so that it can be conveyed immediately—complex language and anything that requires too much thinking should be avoided. For instance, striking visual imagery is both universally appealing and easily understood.
Create Relevant Content For A Targeted Audience
According to Mr John McGarry III, the Chief Digital Officer of mcgarrybowen [LINK: http://www.mcgarrybowen.com/] and juror for the “Digital/Mobile/Digital Technique” category at the Clio Awards, it is critical that the mobile ad is specifically relevant to the content it is running with (e.g. the app in which it is appearing). Making use of the platform’s unique capabilities, it is possible to integrate the ad into what the user is already doing on the device. “The ad has to be relevant. In such a small, valuable space, we focus on precision targeting. It has to be the right content at the right time.” Syncing the ad content to the space it is appearing on also means reaching out to an audience that is more likely to be receptive to it.
Blend Content And Sponsorship For A ‘Non-Ad’ Feel
The “Popinator” by Thinkmodo
Blatant advertising that makes it clear to the consumer that someone is trying to sell them something is rarely effective. Co-founder of viral video branding agency Thinkmodo, Mr Michael Krivicka—who will be judging the “Direct & Engagement” category of the Clio Awards—believes that most people put up “filters” in their head when viewing sponsored content that looks, sounds and feels like ads. “The key is to make an ad not look like an ad so that it is experienced filter-free. That means that the content and the execution of the ad have to be very engaging and have a non-ad feel.” One way to achieve this will be to open the ad with content that adds value to the consumer before ending it with branding details like logos and slogans.
Reward Users For Engagement
Chevrolet gave away 20 Chevys via its “Chevy Game Time” app
Krivicka stresses that when an ad calls for engagement, the user should be rewarded for providing it. A mobile campaign is more likely to perform well if its call-to-action—for instance, scanning a QR code or downloading an app—offers incentives for users to spend more time with the ad or participate at a deeper level. “If ads are interactive, then there should be clear rewards set in place so that the participating consumer feels like the invested time was worth it.” An excellent example to illustrate this point is Chevrolet’s “Chevy Game Time” app, which rewarded participants’ attention with awesome prizes—20 lucky users even won a Chevy.
Integrate Mobile Features With Other Advertising Platforms
Google’s innovative campaign for Coca-Cola lets the user send a free soda to a faraway stranger
The most successful mobile campaigns are often designed to leap off the screen and into reality. Tom Burgess, CEO and co-founder of Linkeable Networks, suggests the integration of mobile components into more traditional ads, a tactic that he termed “mobile enablement”. One way to achieve this is to design mobile ads with augmented reality capability. However, Google’s “Hilltop Re-Imagine” ad campaign for Coca-Cola took mobile enablement to the next level by allowing geographically diverse participants to interact with one another. With a tap on their phones, users could send a free soda to strangers around the world, effectively translating the virtual into the physical.
Aim To Surprise And Delight
The mobile ad has vast potential for producing entertaining content that people actually want to see. Mr McGarry expresses that “its not about trying to get people to engage in advertising, its about creating relevant or entertaining content that people want to use, play with and explore”. Unlike a passive print ad, the mobile ad has a much higher ability to surprise and delight its user. For instance, a Starbucks coupon that pops up on our phone right when you walk by an outlet is an unexpected but timely treat. Capable of offering dynamic app-in-app features, it can also provide users with fun, interactive options, such as generating their own content (e.g. pictures) and sharing it on social media.
Considering the above qualities of a great mobile app, do you think that yours will make the mark? The Clio Awards is now open for entries—register and enter your mobile ad today.
This article is sponsored by Clio Awards.
The rapid proliferation of mobile devices, coupled with such encouraging news, is likely to have advertisers jumping recklessly onto the mobile ad bandwagon without understanding how to effectively produce meaningful engagement with the consumer. While mobile ads have inherent advantages over more traditional platforms,—the greatest of which is its customizable user experience—coming up with a great mobile ad that fulfills its purpose can be tricky.
Here are some useful tips on how to put together a successful mobile campaign, including valuable advice from the juries of the Clio Awards 2013.
Keep The Message Simple
With the limited screen “real estate” on mobile devices, mobile ads have to compete for the extremely short attention span of the user. As such, the message will have to be kept simple and straightforward so that it can be conveyed immediately—complex language and anything that requires too much thinking should be avoided. For instance, striking visual imagery is both universally appealing and easily understood.
Create Relevant Content For A Targeted Audience
According to Mr John McGarry III, the Chief Digital Officer of mcgarrybowen [LINK: http://www.mcgarrybowen.com/] and juror for the “Digital/Mobile/Digital Technique” category at the Clio Awards, it is critical that the mobile ad is specifically relevant to the content it is running with (e.g. the app in which it is appearing). Making use of the platform’s unique capabilities, it is possible to integrate the ad into what the user is already doing on the device. “The ad has to be relevant. In such a small, valuable space, we focus on precision targeting. It has to be the right content at the right time.” Syncing the ad content to the space it is appearing on also means reaching out to an audience that is more likely to be receptive to it.
Blend Content And Sponsorship For A ‘Non-Ad’ Feel
The “Popinator” by Thinkmodo
Blatant advertising that makes it clear to the consumer that someone is trying to sell them something is rarely effective. Co-founder of viral video branding agency Thinkmodo, Mr Michael Krivicka—who will be judging the “Direct & Engagement” category of the Clio Awards—believes that most people put up “filters” in their head when viewing sponsored content that looks, sounds and feels like ads. “The key is to make an ad not look like an ad so that it is experienced filter-free. That means that the content and the execution of the ad have to be very engaging and have a non-ad feel.” One way to achieve this will be to open the ad with content that adds value to the consumer before ending it with branding details like logos and slogans.
Reward Users For Engagement
Chevrolet gave away 20 Chevys via its “Chevy Game Time” app
Krivicka stresses that when an ad calls for engagement, the user should be rewarded for providing it. A mobile campaign is more likely to perform well if its call-to-action—for instance, scanning a QR code or downloading an app—offers incentives for users to spend more time with the ad or participate at a deeper level. “If ads are interactive, then there should be clear rewards set in place so that the participating consumer feels like the invested time was worth it.” An excellent example to illustrate this point is Chevrolet’s “Chevy Game Time” app, which rewarded participants’ attention with awesome prizes—20 lucky users even won a Chevy.
Integrate Mobile Features With Other Advertising Platforms
Google’s innovative campaign for Coca-Cola lets the user send a free soda to a faraway stranger
The most successful mobile campaigns are often designed to leap off the screen and into reality. Tom Burgess, CEO and co-founder of Linkeable Networks, suggests the integration of mobile components into more traditional ads, a tactic that he termed “mobile enablement”. One way to achieve this is to design mobile ads with augmented reality capability. However, Google’s “Hilltop Re-Imagine” ad campaign for Coca-Cola took mobile enablement to the next level by allowing geographically diverse participants to interact with one another. With a tap on their phones, users could send a free soda to strangers around the world, effectively translating the virtual into the physical.
Aim To Surprise And Delight
The mobile ad has vast potential for producing entertaining content that people actually want to see. Mr McGarry expresses that “its not about trying to get people to engage in advertising, its about creating relevant or entertaining content that people want to use, play with and explore”. Unlike a passive print ad, the mobile ad has a much higher ability to surprise and delight its user. For instance, a Starbucks coupon that pops up on our phone right when you walk by an outlet is an unexpected but timely treat. Capable of offering dynamic app-in-app features, it can also provide users with fun, interactive options, such as generating their own content (e.g. pictures) and sharing it on social media.
Considering the above qualities of a great mobile app, do you think that yours will make the mark? The Clio Awards is now open for entries—register and enter your mobile ad today.
This article is sponsored by Clio Awards.