Let’s face it: Mobile ads are “interruption marketing” at its most blatant. At their worst, they are ugly and cluttered, and take up precious pixels we’d rather use to read the news or play Angry Birds. Your prospect didn’t pull out their smartphone to look for your ads, so you owe it to them to optimize the full experience for mobile. Campaigns that do this are consistently the top performers in their category.
Optimize your ad through creative.
Have one clear, simple message and include a call to action. Keep your logo visible at all times, as this is proven to increase brand retention. If a rich media experience is appropriate for your message, such as a video or animation, keep it short and to the point.
Optimize your ad by device.
Smartphone and tablet users have very different viewing styles, so why provide the same ad for all of them? Tablet users spend much more time on each page, and can interact more easily with rich media. Mobile users are more likely to be on the go, and respond to localized or “flash” offers.
Optimize your ad for location and intent.
Is your viewer searching for restaurants? Offer a local coupon. Browsing a media site, maybe while waiting for someone they’re meeting? Engage them with a rich media game.
A mobile ad isn’t just a tiny version of your desktop ad that’s been cropped down. Work with your marketing team to craft mobile ads that make the most of the medium. Your viewer doesn’t owe you his or her attention – it’s up to you to make their interaction with your brand worth their while, and the above strategies for optimizing your ad experience will help make that happen.
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