Did you know that by 2014, mobile internet consumption is expected to surpass desktop usage ? What’s more, mobile advertising revenue has skyrocketed from $0.7 billion in 2008 to $12 billion by 2011.
As mobile usage continues to soar, it is crucial for companies to capture this growing segment of consumers by producing specialized mobile marketing campaigns. While good design practices still apply, it’s not enough to simply copy and paste ads from desktop to mobile – you’ll miss out on the distinctive capabilities of mobile and lose the impact of your content.
Here are 5 recommendations to consider when creating a mobile campaign.
1) Use location services to connect with users.
With over 770 million GPS-enabled smartphones worldwide, advertisers are now able to reach scores of customers through location-based content. Recently published data shows that locally-targeted mobile display ads provide click-through rates more than double the industry average.
For example, Best Western ran a campaign that featured hotels in the user’s area and allowed visitors to book last-minute rooms straight from their phone. Ads were delivered to customers found within a certain radius of their own hotels and even their competitors’ locations.
2) Design with scale in mind.
Remember that your audience will be viewing your ads on screens much smaller than the average computer monitor. Select images that clearly represent the message you want to convey. Mobile banners are often long and thin, so be sure that your image still looks good when cropped.
When it comes to text, use a simple and impactful font-type, rather than an intricately decorative one. Incorporate bold but contrasting colors to help your ad stand out. Lastly, don’t undervalue the importance of white space, and ensure that your text, logo, and images are all clearly legible.
Good examples: Bad examples:
3) Use creative and descriptive copy.
When it comes to mobile ads, content is perhaps even more important than design. Since space is limited, stick to one short message that captures the reader’s attention, and keep it at 10 words or less.
Let’s face it, “Click here!” buttons are overused and take up a lot of valuable space. Why not mix up the copy of your Call to Action so that it also conveys a message? For example, these buttons invite you to do something specific related to the product or the ad itself.
4) Interact with the audience.
Mobile is a great place to play around with interactivity, video, or other long-form content. Think about it: people are most often on their phones when away from home or when waiting around, which means they’ll likely have more time to engage with content. In fact, a recent Nielsen report showed that 26% of users are more likely to click on mobile ads with video than similar web-based content.
Take full advantage of touch-screen capabilities through games or rich media. In February 2013, Adidas launched a campaign and mobile game to promote a new line of running shoes. In one month, the ad saw average user engagement times of 60 seconds with over 1.2 million impressions.
Recent reports have confirmed that rich media mobile ads are up to 4 times as effective as standard banner ads when it comes to clickthrough rates. A number of ad production platforms like Celtra and InMobi make it easy to experiment with rich media without fussing around with code.
5) Create a mobile-friendly landing page.
When viewers click on your ad, they will usually be redirected to a mobile browser. Make sure that the design of your website or landing page is responsive and adjusts according to the device.
This means streamlining your site so that unnecessary information is removed, and creating legible content that doesn’t require zooming in and out. Graphics and shorter paragraphs are preferable to blocks of text, and margins between buttons should be increased to allow for tap-friendly navigation.
So there you have it – put these five tips to work and start tapping into the giant pool of mobile consumers!