Aiming for Higher Standards: Creative Best Practices for Mobile Rich Media
In this ever-changing world of mobile advertising, creative opportunities are endless. Great creative shouldn’t be limited to the size of the mobile screen. From touch technologies and device utility to message personalization, there’s a plethora of capabilities to explore. And, with those capabilities come creative best practices.
Creative Agencies, Marketers, Buyers and Publishers can add more value to their mobile campaign executions by considering a few basic but important creative best practices for mobile rich media:
Creative Best Practice #1
Dynamic Creative: Relevance + Personalization
Dynamic Creative is the ability to target and deliver the most appropriate creative or brand message using situational data signals like location, time, date, weather, language and/or device. It’s no longer acceptable to solely rely on audience data to reach your intended consumer. Environmental data takes your message to a new level of personalization and is just as critical to begin a meaningful conversation. Provide information, opportunities and offers that speaks, looks and behaves appropriately to each of your audience segments. 69% of online consumers agree that the quality, timing, or relevance of a company’s message influences their perception of the brand. Good brand storytelling starts with crafting a more personalized creative experience!
Creative Best Practice #2
Proper Placement: In-Line + In-Content
Contextual alignment is all the rage. But this is more than just placing an ad on a page. Integrate creative in a non-disruptive manner—within content. Publishers with a sophisticated mobile UX deliver better ad experiences that go beyond tradition pop-ups, overlays and adhesions. Recent rich media developments, like the interscroller, are literally woven into the article stream with a polite reveal triggered by natural actions, such as “scrolling” and “swiping”. This is true contextual alignment. PadSquad’s interscroller product garners 2-4x higher engagement rates versus the traditional interstitial overlay format. Simply stated, don’t take the mobile UX for granted. It is more than just content; it is the catalyst to better performing mobile ads.
Creative Best Practice #3
User Engagement: Function + Interactions
It’s no surprise that rich media ads are more effective than static. However, not every custom creative build requires a first-to-market approach incorporating the latest cutting-edge technology to be deemed successful. It’s crucial to connect your mobile strategy and objectives to the mobile creative experience. Think about your client’s goals, how you will achieve them and measure them. Consider the device and OS—each have their own unique device functions. Explore device features with intention and take advantage of distinct capabilities, like haptic, Tilt, Shake, 3D Touch, Gyroscope. etc. And don’t forget about more practical integrations like add to calendar, e-commerce abilities, maps and location-based tools.
In the age of consumer irritability, ad blockers and content disruption, we have identified three creative best practices that work well to engage consumers and lead to mobile campaign success. Drop us a line or give us a call to learn and explore more. Also, check out PadSquad’s Guide to Mobile Rich Media Creative Best Practices here.
For more inspiration, visit our ad gallery.
Sources: Google Micromoments, 2015; PadSquad Data 2015.