Mobile Advertising Creative Best Practices
5 Easy Things For A Stronger Mobile Advertising Campaign
In our previous post, we explained why creativity matters even more in the mobile advertising space compared to traditional forms of advertising. In this post, we’ll cover Thumbvista’s best practices for creating a winning mobile ad campaign.
1.Use clear, compelling images – “A photo speaks a thousand words” couldn’t be truer in today’s image-obsessed world. The extreme rise in popularity of image-heavy apps such as Instagram, Snapchat and the countless photo-editing apps have made it clear that consumers want to see more pictures, less text. The right image can evoke emotion and convey your message more clearly than words. Especially when space and attention spans are limited, photos and images should be considered the foundation of your ad. Therefore, use high-quality, high-resolution images that best represent your brand or message.
2.Simplify your message – Simple, concise messages perform significantly better than overly wordy ads. Research has shown that consumers’ attention spans have decreased to 8 seconds (that’s less than a goldfish at 9 seconds) according to Microsoft, and a millennial’s is even shorter at 5 seconds, according to ComScore. We recommend 3 seconds as the sweet spot for a mobile ad. That means your ad should be able to be read or viewed in 3 seconds. If it takes much longer than that, then your ad likely has too much text or content.
3.Incorporate eye-catching animation – Similar to the previous tip, today’s mobile user has a significantly decreased attention span and has learned to ignore the majority of digital ads that come across their screen. While we don’t recommend a bunch of blinking red lights around your ad, some subtle movements of text or images can be enough to draw the eye in and engage the user.
4.Have a strong call-to-action (CTA) – What do you want someone to do after they’ve viewed your ad? Are you driving them to a landing page or website? If so, make sure there’s a button or link that’s incredibly clear to the viewer. Make that text larger than any other text on your ad. Instead of the standard “click here” verbiage, try something a bit more engaging such as “learn more” or “apply now”. This gives the audience an indication of what to expect once they click.
5.Don’t forget the landing page – It should go without saying that the landing page linked from the ad should also be optimized for mobile, because things like slow load times and text-heavy sites equate to higher bounce rates. Even if someone finds the ad compelling enough to click on it, difficulties with the landing page can still be a deal-breaker. Ensure navigation is mobile-user friendly and the design is mobile-responsive for different devices. From a creative perspective, keep the color scheme and visuals consistent with the ad, and use similar messages with a consistent tone-of-voice. While it may seem like an added step, ensuring a positive user experience with your landing page is still an important part of the overall ad campaign.