What is the key for a mobile advertising campaign to achieve a positive response from the user and achieve better brand memory? Can we intuitively know what makes a campaign successful? These are the questions that creative people ask themselves when developing a mobile campaign and it’s that, on numerous occasions, knowing the possibilities of the medium, being careful of the aesthetics of our creativity and giving a clear and concise message can ensure not only good campaign results, but also a positive impact of the brand on the user.
1. Mobile, a different device
This small, although not always, device presents a series of possibilities and limitations which distinguish it from other advertising media. When it comes to developing a mobile creativity, we have to keep in mind the possibilities that the device offers us, since we are faced with a small touch screen which limits our canvas and from which we have to get the most out of, without overloading it. It is important to carry out the design while respecting the size of the standard format of the interstitial (320 x 480 px) and banner (320 x 50px) in order to avoid the loss of information both in the upper and lower zones of creativity, due to the different resolutions of the devices on the market.
2. Concordance with other advertising media
The mobile device has now become our inseparable gadget, and it is surely one of the advertising media which has the greatest impact upon the user. Getting the most out of the characteristics of the mobile medium can help us to potentiate the results of our advertising campaigns and reinforce the overall advertising message of the advertiser. Therefore, it is very important for the mobile advertising campaign to be integrated as one more piece of the puzzle within the 360° planning of a campaign.
3. One ad, one message
Bombarding the user with different messages in a single ad can take away from the principal message. In fact, sometimes the mobile advertising formats have a viewing time of 3 to 5 seconds, and after this time they automatically close unless the user taps on them. That’s why it is so important to capture the attention of the user with a unique and clear advertising message.
4. Legibility
Is the typography of our ad legible enough? Many times, due to the size of the screen of the device and the extension of the texts, the ads tend to use a font that is too small and cannot be easily read by the user, causing the message to be lost. In an ad, the content that is collected is as important as the air which is given to it. If we have to include a lot of text, like the instructions for a context for example, why not add another page with all that information as we tend to do with the text of the “legal disclaimer”?
5. Mobile browsing
Mobile advertising campaigns should present an intuitive browsing, which allows the user to easily understand the functioning of the ad and browse easily through it. When creating the design we have to keep in mind that the keys or the links of our ad should be adapted to the average size of an index finger (approximately 1x1 cm) to allow the user to browse comfortably.
6. Every Kb counts
Our mobile devices have an internet connection that is much more limited than that of our desktop devices. We have to keep this limitation in mind when developing the ad, limiting the weight of our images and videos to optimize the user’s browsing. Avoid having the ad take too long to load due to the weight of the images, because the user may decide to close it before seeing it.
7. Positive advertising
A non-intrusive advertising which can be easily closed by the user if he or she is not interested, makes it easier for our advertising campaigns to be positively accepted by the users. The use of formats such as the video banner, which do not interfere with the natural browsing of the user in the mobile app or web could potentiate the positive acceptance of the advertising.
8. The destination landing
Taking care of the aesthetics, the functionality and the efficacy of an ad doesn’t make sense if the destination landing to which the user is redirected is not optimized for mobile devices. You can use the best SEO service and also the best software like spamzilla.io to find the best-expired domains, but if a specific keyword from a particular domain does not take the user to the right or a functional domain, then the entire process is of no use. The impression that the user will get about the brand will be very negative if when accessing the advertiser’s website it is developed in Adobe Flash or it doesn’t have a design adapted for mobile devices which allows it to be correctly visualized.
9. Maximum engagement
Can the advertisement be fun? Offer the user a surprising ad which invites interaction through games, additional content from the brand, videos, etc., taking advantage of the technological possibilities of the device such as the gyroscope, camera, GPS, frontal sensor, etc., which will potentiate the memory of the brand and will reinforce a positive image of the brand on the user.
10. Cross Media
A new creative dimension with infinite possibilities for active interaction which is yet to be exploited is now before us. The Cross Media or interaction with other advertising media offers a new creative prism for the advertising campaigns, allowing the user to combine different advertising media (mobile, tv, printed media, outdoor billboards, etc.) through the use of the mobile device.
