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Trends, Opportunities, and Best Practices in Mobile Creative

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What differentiates the best and worst mobile creative? What does successful and unsuccessful mobile creative look like? What makes for mobile success in specific industries? This presentation ...

What differentiates the best and worst mobile creative? What does successful and unsuccessful mobile creative look like? What makes for mobile success in specific industries? This presentation highlights the do’s and don’ts of mobile advertising gathered through 250+ mobile-focused ad effectiveness studies. Join the IAB and Dynamic Logic, Millward Brown’s Digital Practice, for this informative session.
Presenters:
Craig Weinberg, Director of Mobile @ Mindshare
Mark Silber, Executive Creative Director @ Joule Mobile Worldwide
Anne Czernek, Senior Research Analyst, Emerging Media Lab @ Dynamic Logic
Stefan Sellberg, SVP, Digital Media Group @ Dynamic
Logic

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  • GLOBAL smartphone adoption is around 30%http://www.wired.com/gadgetlab/2011/11/smartphones-feature-phones/Smartphones estimated to be between 43% of mobile phones in USGoogle (Android) has 47% of new smartphones in US as of Dec 2011Apple (iOS) has 45% marketshare of new smartphonesRIM has fallen to less than 5%http://www.macrumors.com/2012/01/18/apples-smartphone-market-share-surge-continues-through-december-on-iphone-4s-strength/
  • Despite better tech, better ads, MORE ads, bigger marketers and bigger campaigns, year over year, metrics have remained stable. Why? Creative matters, and marketers need to pay more attention.
  • We’ve done a lot of work tracing the adoption of new media, including online and video, and can certainly vouch for the existence of a “novelty factor” in any of these media. Over time, results do tend to stabilize and even decline a bit as they regress to the mean. Mobile is now approaching that point in its maturity.
  • LH side brand placement. Mobile ads are generally displayed above the content in a leaderboard format, which takes advantage of how viewers tend to look at the top left of the screen initially. The left-side placement is likely a reason why respondents who only briefly glimpse at the creative can still recall seeing an ad for the specific brand. Nearly two-thirds of the bottom-performing mobile campaigns do not adhere to this design.Strong call to action. Campaigns with the strongest performance on measures of purchase/behavior intent often tend to include a call-to-action, with many offering an incentive. Offering something “tangible,” such as a free app or incentive (e.g., sweepstake, coupon), is advantageous for mobile campaigns.Clear branding. Many of the trends we observe in the bottom 20% of mobile campaigns are the same ones that lead their online counterparts to falter. Both mobile and online campaigns with a weak brand presence can be hampered in their attempts to build brand awareness. The absence of clear branding on each frame within a creative sequence is a common problem among mobile campaigns that perform poorly on brand awareness and mobile ad awareness metrics.
  • Low-involvement requires less awareness-building because people are able to recognize the products from having seen them in the stores and recognizing their packaging. They don’t have to try as hard and are able to focus on moving persuasion metrics. Because of this, one-frame creative can work to their advantage because it’s so straightforward.
  • Some financial services brands rely on their logos too much for branding (and not enough on using the full brand name), so awareness can suffer comparatively in that category. They also don’t have the advantage of having a physical product to create recognition.Auto leads on message association – we see this in online results as well. Auto brands tend to have consistent, recognizable taglines,
  • CPG campaigns may be able to utilize the smaller ad size more efficiently by showing only a brand logo, product shot and simple messaging and call-to-action. Where CPG goes wrong is by doing too much – they can often be at their best when simplest. While they can sometimes take advantage of recognizable packaging or branding, less recognizable brands suffer when the branding is only on the product itself – a wine bottle may not be enough for someone to recognize your particular label. Mobile overall does better among women, but we see this is especially true for CPG campaigns.
  • Best Clear and distinct branding that resembles product branding Clear call to action Incentive that is immediately accessible via mobile deviceWorstFirst frame lacks branding except product Cluttered copy Branding only present on product shot
  • Financial services suffer from a lack of tangible product, and occasionally brands try to change up the creative by not including the brand name and instead just using a logo. Sometimes brands will also try to use symbols for their products, like credit cards, or text books for student loans. But trying to transform a banking product into a physical one – which we see can lead to success with CPG – is still difficult when your product (a credit card) looks relatively similar to other brands’ products, especially if you fall prey to only branding the card and none of the rest of the creative.
  • Best Consistent branding Clear call to action on second frameWorst Only branded with colors and logo – too indistinct No call-to-action
  • We see discrepencies arise in online when the parent brand and model brands compete for attention and awareness. In mobile, this is actually an advantage, because the space is so small, that to keep the creative readable, both the parent brand and model brand have to be prominently featured. Recognizable parent brands – and brand name is almost always included. Don’t necessarily benefit from including product shot – confusing if cropped, and branding is typically strong enough to carry the ad without a product shot. So, like CPG, a simple ad format can work well.
  • BestParent brand featured clearly in upper LH Full product shot Model sub-brand present ADD TAGLINEWorstCropped product shot Too much text Branding and CTA are squished

Trends, Opportunities, and Best Practices in Mobile Creative Trends, Opportunities, and Best Practices in Mobile Creative Presentation Transcript

  • Presented forTRENDS, OPPORTUNITIES, AND BESTPRACTICES IN MOBILE CREATIVEFebruary 15, 2012Presented forFor a copy of this presentation,please contact marketing@dynamiclogic.com.
  • Presented forOUR SPEAKERS:MARK SILBER CRAIG WEINBERG STEFAN SELLBERG ANNE CZERNEKJoule Mobile Worldwide Mindshare Dynamic Logic Dynamic LogicExecutive Creative Director Director of Mobile SVP, Digital Media Group Sr. Research Analyst, Emerging Media Labmark.silber@jouleww.com Craig.Weinberg@MindshareWorld.Com Stefan.Sellberg@dynamiclogic.com Anne.Czernek@dynamiclogic.com
  • Presented for MOBILE CREATIVE LEARNINGMARK SILBERJoule Mobile WorldwideExecutive Creative Directormark.silber@jouleww.com
  • Presented for BEST PRACTICES FORDEVELOPING MOBILE CREATIVE
  • Presented forTHANKS, ADWEEK
  • Presented forSTUDY THE LAST WAR.FIGHT THE NEXT ONE. TV IS NOT JUST RADIO WITH PICTURES WEBSITES ARE NOT JUST BROCHURES YOU CLICK MOBILE DEVICES ARE NOT JUST LITTLE COMPUTERS
  • Presented for ASK YOURSELF: WHAT MAKES THIS IDEA MOBILE? AD FOR DELL XPS 13 TARGETING CHECKINS, GEOFENCE OFFERS, CONTENT FOR SWITCH OFFERPEOPLE WAITING TARGETING COMCAST ON LINE SUBSCRIBERS
  • Presented for NOT EVERY MOVIE IS AN EPIC. NOT EVERY DATE LEADS TO MARRIAGE.AND NOT EVERY MOBILE ENGAGEMENT NEEDSTO BE AN EXTENDED, IMMERSIVE EXPERIENCE.
  • Presented forSOMETHING BITE-SIZED CAN BE JUST FINE s EXPANDS WHEN TAPPED … VIEW VIDEO
  • Presented for YOUR BANNER IS AN APPETIZER, NOT THE ENTIRE MEAL.In Dell A/B test, users clicking these rich media ads consumed 47% more content.
  • Presented for YOU’RE NOT TARGETING A DEVICE, YOU’RE TARGETING A PERSON.Check withfriends: WatchWho’s up What’s trailer, Concessionfor a playing read Buy tickets Check in stand Watch the Tell mymovie? near me? reviews in advance at theater promo movie friends Let’s eat!
  • Presented forMOBILE MEDIA PLANNING & EXECUTIONCRAIG WEINBERGMindshareDirector of MobileCraig.Weinberg@MindshareWorld.Com
  • Presented for132/16/2012 Rich Media Best Practices • Establish clear campaign goals • What are your metrics for success? • Engagement, CTR/Traffic, Social Sharing, App Downloads, etc • Integrate Mobile into the larger, holistic campaign • Determine which percentage of budget should be divided between different types of rich media, static media, video, etc • Tracking • Mobile Tracking & Analytics are still fragmented; ensure that tracking within the rich media unit are built into the creative so that you can optimize against what is performing best • Align creative and media planning to produce the most unified tracking scenarios
  • Presented for142/16/2012 Rich Media Best Practices • Produce a unique ad that offers an engaging experience; Mobile Optimized Brand Sites are no longer central to a mobile ad campaign • Context: Time; place; immediate relevancy can be executed through mini-games; video; advanced animation; real-time data feeds • KISS: Keep It Simple Stupid! • There are myriad options available to a rich media marketer so it can be easy and tempting to overcomplicate the media with fancy bells and whistles • Make sure that CTA’s are clear, concise and that the message does not overshadow the small “pallet” of the mobile device
  • Sprint – Epic Presented for Banner- Review in presentation modeNote:Click 1: Banner comes inClick 2: Close banner to reveal small bannerYahoo! Presentation, Confidential 2/16/2012
  • Sprint – Epic Presented for Full Page Ad- review in presentation modeNote:Click to scroll the posters 16 2/16/2012
  • Presented forMOBILE ADVERTISING TRENDSSTEFAN SELLBERG ANNE CZERNEKDynamic Logic Dynamic LogicSVP, Digital Media Group Sr. Research Analyst, Emerging Media LabStefan.Sellberg@dynamiclogic.com Anne.Czernek@dynamiclogic.com
  • Presented forProliferation of smartphones & tablets
  • Presented forAdvances in creative opportunities
  • Presented forDespite technological improvements, the metrics aren’t getting better
  • Presented forEarly indications are that the “novelty factor” is wearing out
  • Presented forWe now see that mobile can have a negative impact
  • Presented forCreative matters
  • Dynamic Logic has completed 300+ mobile Presented foradvertising studies across a broad range ofindustry verticals. Display & Rich Mobile Media Ads Search SMS More commonly Location Emerging researched APPS Augmented Reality Mobile Video
  • Mobile Works! The average campaign has Presented foran impact on all 5 traditional brand metrics.Percent Impacted: Delta (Δ)Aided Brand Awareness +5.9 Ad Awareness +19.9 Message Association +12.1 Brand Favorability +3.9 Purchase Intent +4.7Source: Dynamic Logic’s AdIndex for Mobile Norms through Q3/2011; Overall Mobile N=165 campaigns, n= 125,471 respondentsDelta (Δ)=Exposed-Control 25
  • Presented forMobile Outpaces Online AdsAverage Brand Metric Deltas for Mobile and Online CampaignsMOBILE +5.9 Aided Brand +2.1 ONLINE Awareness +19.9 Ad +4.2 Awareness Message +2.2 +12.1 Association Brand +1.4 +3.9 Favorability Purchase +1.2 +4.7 IntentSource: Dynamic Logic MarketNorms for Online, last 3 years through Q1/2011, N=2,437 campaigns, n=3,259,336 respondents;AdIndex for Mobile Norms through Q3/2011, N=165 campaigns, n= 125,471 respondents. Delta (Δ)=Exposed-Control 26
  • There may be a novelty factor at play, but Presented formobile still bests both early online and early videoPercent Impacted: Delta (Δ) Early Online Norms (2000-2002) Early Video Norms (2002-2004) Mobile (2007-2011) +19.9 +18.9 +12.1 +11.3 +9.1 +7.8 +5.9 +5.8 +4.5 +4.7 +4.1 +3.9 +4.0 +2.3 +2.1 Aided Brand Mobile Ad Message Brand Purchase Awareness Awareness Association Favorability IntentSource: Dynamic Logic’s MarketNorms; Online (2000-2002). N=616 campaigns; Online Video MarketNorms (2002-2004),N=34 campaigns; AdIndex for Mobile Norms through Q3/2011, N=165 campaigns, n= 125,471 respondentsDelta (Δ)=Exposed-Control 27
  • A few different factors Presented forcontribute to mobile’s effectiveness as a medium THE RELATIVELY LARGER PROPORTION OF THE MOBILE SCREEN DEVOTED TO THE ADVERTISEMENT THE NOVELTY OF MOBILE ADS BETTER TARGETING MORE FOCUSED AD COPY AND CONTENT DUE TO SIZE OR TECHNOLOGY CONSTRAINTS CONSUMER ACCEPTANCE OF MOBILE ADS
  • Presented forDYNAMIC LOGIC’SMOBILE CREATIVE BEST PRACTICES
  • Creative matters more than ever: Presented forThere’s a large variation in the best and worst performing adsPercent Impacted: Delta (Δ) Mobile Best Performers Overall Mobile Performers Mobile Worst Performers +44.4 +29.8 +19.9 +18.1 +16.3 +14.5 +12.1 +5.9 +3.9 +4.7 +2.4 -2.7 -4.0 -1.3 -4.9 Aided Brand Mobile Ad Message Brand Purchase Awareness Awareness Association Favorability Intent Source: Dynamic Logic’s AdIndex for Mobile Norms through Q3/2011 Overall Mobile N=165 campaigns, n=125,471 respondents. Delta (Δ)=Exposed-Control 30
  • What differentiates the best and worst Presented formobile creative? 1 The location of a brand name or logo within a mobile ad can have a strong impact on advertising recall 2 Clear and persistent branding is important for brand awareness 3 Encouraging interactivity and engagement are advantageous for mobile campaigns 31
  • What does successful and unsuccessful Presented formobile creative look like? Three characteristics in particular are associated with high impact: 1 Left-side brand placement 2 A strong call-to-action 3 Clear branding throughout the creative 32
  • It’s easier to move persuasion metrics for Presented forlower-involvement categories High InvolvementPercent Impacted: Delta (Δ) Low Involvement +25.0 +15.7 +12.7 +11.0 +7.4 +5.6 +6.0 +4.7 +3.6 +2.5 Aided Brand Mobile Ad Message Brand Purchase Awareness Awareness Association Favorability Intent Source: Dynamic Logic, AdIndex for Mobile Norms through Q3/2011;High involvement N=91 campaigns, 61,312 respondents; Low involvement N=74 campaigns, 64,159 respondents. Delta (Δ)=Exposed-Control 33
  • CPG outperforms both financial services Presented forand auto across nearly all metricsPercent Impacted: Delta (Δ) Financial Services CPG Automotive +25.0 +19.9 +14.5 +14.7 +11.6 +9.3 +6.5 +5.4 +5.4 +4.0 +4.6 +4.2 +3.8 +3.5 +1.8 Aided Brand Mobile Ad Message Brand Purchase Awareness Awareness Association Favorability Intent Source: Dynamic Logic, AdIndex for Mobile Norms through Q3/2011CPG N=41 campaigns, 37,649 respondents; Financial Services N=39 campaigns, 30,050 respondents; Auto N=34 campaigns, n=24,392 respondents. Delta (Δ)=Exposed-Control 34
  • Overall, CPG campaigns are among the Presented formost effective mobile campaignsPercent Impacted: Delta (Δ) CPG Mobile CPG Online +25.0 +9.3 +6.5 +5.1 +5.4 +1.7 +4.6 +1.6 +1.6 +2.3 Aided Brand Mobile Ad Message Brand Purchase Awareness Awareness Association Favorability Intent Source: Dynamic Logic, AdIndex for Mobile Norms through Q3/2011; Dynamic Logic MarketNorms for Online, Last 3 Years through Q1/2011; CPG Mobile N=41 campaigns, 37,649 respondents; CPG Online N=881 campaigns, 996,812 respondents. Delta (Δ)=Exposed-Control 35
  • Presented forMobile Success: CPG Best: Worst: 36
  • Mobile financial services campaigns Presented foroutperform their online counterparts as wellPercent Impacted: Delta (Δ) Financial Services Mobile Financial Services Online +14.5 +11.6 +4.0 +3.5 +2.6 +2.8 +1.8 +0.8 +1.3 +1.3 Aided Brand Ad Message Brand Purchase Awareness Awareness Association Favorability Consideration Source: Dynamic Logic, AdIndex for Mobile Norms through Q3/2011; Dynamic Logic Marketnorms Online; Last 3 Years through Q1/2011; Financial Services Mobile N=39 campaigns, 30,050 respondents; Fin Serv Online (Last 3 Years): N=291 campaigns; 460,239 respondents. Delta (Δ)=Exposed-Control 37
  • Mobile Success: Financial ServicesPresented for Best: Worst: 38
  • Auto campaigns build awareness Presented forvery successfullyPercent Impacted: Delta (Δ) Auto Mobile Auto Online +19.9 +14.7 +5.4 +3.8 +4.2 +1.1 +3.2 +0.6 +0.6 +2.1 Aided Brand Ad Message Brand Purchase Awareness Awareness Association Favorability Consideration Source: Dynamic Logic, AdIndex for Mobile Norms through Q3/2011; Dynamic Logic Marketnorms Online; Last 3 Years through Q1/2011; Auto Mobile N= 34 campaigns, 24,392 respondents; Auto Online N= 361 campaigns, 484,932 respondents. Delta (Δ)=Exposed-Control 39
  • Presented forMobile Success: Automotive Best: Worst: 40
  • Do’s and Don’ts Presented for do: don’t: clearly brand your show your brand only on creative a product shot make sure you have clutter your ads with too a clear call-to-action much text or too many logos make the ads interactive repurpose online creative and engaging only to leave it cropped 41
  • Presented forTRENDS, OPPORTUNITIES, AND BESTPRACTICES IN MOBILE CREATIVEFebruary 15, 2012Presented forFor a copy of this presentation,please contact marketing@dynamiclogic.com.
  • Dynamic Logic, Millward Brown’s Digital PracticeAS THE WORLD LEADER IN DIGITAL INSIGHTS, WE HELP CLIENTS PLAN, MONITOR AND OPTIMIZEDIGITAL MARKETING, NAVIGATE EMERGING MEDIA, AND INTEGRATE INSIGHTS ACROSS MEDIA TOBUILD STRONGER BRANDS. Read our story. 7,000+ Online Campaigns 350+ CrossMedia Campaigns 300+ Mobile & Tablet Campaigns Emerging Media Lab with focus on MarketNorms®: Largest global Linking Branding to Behavior, social, mobile & gaming online ad effectiveness database Social and Sales Data MILLWARD BROWN Brand experts for over 35 years DYNAMIC LOGIC Digital & media experts for 12+ years
  • Joule: A Full-Service Global Agency 100% Focused on Mobile Joule is headquartered in New York, with offices in Los Angeles, London, Paris, Sydney, Melbourne, Beijing and Shanghai. Joule handles global campaigns and mobile AOR responsibilities for Fortune 1000 marketers— everything including strategy and design, campaign execution, media and analytics. The team is 100% focused on mobile and dedicated to helping clients harness the potential of the mobile transformation. Joule approaches every engagement as a unique opportunity to strategize, conceptualize, execute and activate a program that maximizes return for clients’ business and their brands. No predetermined, cookie-cutter solutions. Joule’s multidisciplinary team—averaging more Michael Collins than eight years’ mobile experience per Chief Executive Officer professional—collaborates closely to ensure michael.collins@jouleww.com clients’ mobile solutions are smart, scalable and www.jouleww.com measurable. Joule is passionate about mobile, but more important, the team is passionate about results.
  • Mindshare WorldwideMindshare is a global media and marketing services company.Mindshare Worldwide was created in 1997 as the first global full-service media company.The Mindshare global network consists of approximately 6,000employees across 113 offices in 82 countries throughout NorthAmerica, Latin America, Europe, the Middle East, Africa and AsiaPacific. Mindshare is a member of the WPP Group, the world’slargest communications services groups, and is part of its GroupMMedia Company along with MEC, MediaCom, Maxus, Outrider,Kinetic and IEG. Mindshare works closely with several creativeagencies also under the WPP banner including Grey, Ogilvy &Mather, JWT and Young & Rubicam.Mindshare USA LLC has 11 offices across the U.S. and Canada withbillings of $9.96 billion.