16 Best Tips to Run Successful Mobile Rich Media Ad Campaigns
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16 Best Tips to Run Successful Mobile Rich Media Ad Campaigns

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Top tips & tricks for brands, digital agencies & ad sales teams on how to run successful mobile advertising campaigns. Tips include how to create mobile banner ads that are engaging and generate......

Top tips & tricks for brands, digital agencies & ad sales teams on how to run successful mobile advertising campaigns. Tips include how to create mobile banner ads that are engaging and generate much higher returns.

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  • 1. 16 Best Tips to Run Successful Mobile Rich Media Ad Campaigns You are about to embark on an online advertising campaign to garner interest for your products or services with the objective of selling it and gaining mind share. To do this, you must optimize your ads for conversion. Conversion rates are a measurement of how effective your ads are in generating leads and turning them into sales or performing some other action, such as signing up for a trial. While different approaches work best for different products and services, there are universally proven methods and here we examine 16. “ Conversion rates are essentially a measurement of how effective your ads are in generating a lead and converting them into a sale or performing some other desired action “
  • 2. 1 Define campaign goals and objectives Your goals and objectives must be measurable to show you where you stand and whether you are on the right track What are you trying to accomplish with this campaign? Are you promoting a brand, selling a revolutionary product or looking for Facebook fans? There must be a clear goal and objective to your ad campaign. If this cannot be determined, your messaging, strategies and tactics will lose focus and consequently, your campaign will likely fail. Your goals and objectives must be measurable to show you where you stand and whether you are on the right track1. 1 “Planning internet marketing Campaign Goals and Strategies” http://www.dragonsearchmarketing.com/planning-internet-marketing-campaign-goals-strategies/
  • 3. 2 Be clear, direct and to the point “ You have only 8 seconds to capture the audiences’ attention 8 Seco nds “ In online advertising, there is a rule of thumb known as the “reverse rodeo rule” stating that you have only 8 seconds to capture the audiences’ attention2. While rich media maintains your grip on the audience longer, you must make it count. Maximize this opportunity through the use of clear and direct messages instead of composing lengthy essays. Ads containing 4 words or less receive 28% more taps3. 2 “Hit Branding Goals with Rich Media Ads” http://www.everydayhospitals.com/blog/hit-branding-goals-with-rich-media-ads/ 3 “Mobile ads with four words or less receive 28% more clicks” http://www.thedrum.com/news/2013/08/02/mobile-ads-four-words-or-less-receive-28-cent-more-clicks
  • 4. 3 Know who and where the target market is To draw quality traffic, it is important to display ads to the right demographic Every product or service has a target audience based on factors such as geographical location, age and gender. In an app centric world, this is especially important as different people use different apps. To draw quality traffic, it is important to display ads to the right demographic. An ad for a Ferrari displayed to teens will likely yield impulse taps, nothing more. To identify and target your audience, you must work together with ad networks.
  • 5. 4 Time ads to increase relevance and visibility In December, Christmas gifts will be on peoples’ minds 25 DEC People tend to think about food close to lunch and dinner. In December, Christmas gifts will be on peoples’ minds and as the school holiday season approaches, many will be planning for family vacations. These very simple examples highlight the importance of the timing of your ads. It should then be obvious that timing is everything. Take note of the time, day, month and, sometimes, even the year to increase the relevance of your ads.
  • 6. 5 In-app advertising for an app centric world 4% 2% 12% 32% 6% 2% 2% 6% It may have only been 5 to 6 years since the mobile revolution began but the change has already been significant. Today, the majority have migrated from mobile browsers to mobile apps. According to app analytics firm Flurry, 80% of the consumer’s time is spent inside apps4. The conclusion is simple: if your ads are not being displayed inside apps, you are steadily losing your audience App-Games App-Facebook 18% 8% App-Other App-Entaertainment 8% App-Productivity Browser-Safari App-Utility Browser-Android Native App-Social Networking Browser-Opera Mini App-News Figure 2: Time spent on iOS and Android connected devices (Source: Flurry) 4 “Flurry Five-Year Report: It’s an App World. The Web Just Lives in It” http://blog.flurry.com/bid/95723/Flurry-Five-Year-Report-It-s-an-App-World-The-Just-Web-Lives-in-It
  • 7. 6 Optimize ads for a mobile experience Mobile devices are generally still small and there are two ways to optimize ads for a mobile experience. The first is split it into two: a teaser banner and the full screen ad. The teaser attracts attention and when tapped, the full screen ad takes centre stage. The second involves using technology to determine the screen orientation, whether it is in portrait or landscape view. A landscape view provides more real estate. Why not make use of it dynamically? The teaser attracts attention and when tapped, the full screen ad takes centre stage Figure 3: Optimize for mobile devices to make best use of real estate Various mobile ad formats that include interstitials, pop-ups, sliders & IAB mobile rising stars.
  • 8. 7 Design seamless and non-intrusive ad If your ad caught the eye in the middle of a game, there is now no need to sacrifice that high score just to view it Figure 4: A non-intrusive experience increases the likelihood of a tap Create HTML5 mobile ads using MobileAds' ad creator. Traditional banner ads create an intrusive experience, taking the audience away from the app used when tapped. New ad delivery methods jettison this behaviour by integrating the ad within the app. This preserves the app state when the banner is tapped and when done viewing, it returns to that state. If your ad caught the eye in the middle of a game, there is now no need to sacrifice that high score just to view it.
  • 9. 8 Use interactions to hold and convert the audience it found the audience 79% more likely to interact with an IAB Mobile Rising Stars ad as opposed to traditional banners Holding the attention of your audience is a tricky task but can be accomplished through interactive ads. This conclusion has been supported by an Internet Advertising Bureau (IAB) commissioned study5. Examining the effectiveness of the IAB Mobile Rising Stars creative ad units, it found the audience 79% more likely to interact with an IAB Mobile Rising Stars ad as opposed to traditional banners. From passive spectators, they now become involved and invested and increasing the probability of conversion. 5 “Mobile Rising Stars Ad Interaction & Effectiveness”, http://www.iab.net/media/file/MobileRisingStarsAdInteractionandEffectivenessFINAL.pdf
  • 10. 9 Bring ads to life using rich media A study conducted by browser developer Opera found 66% of taps on rich media ads completed the interaction in ad units that displayed videos with an average dwell time close to 1 minute6. Swedish automobile manufacturer Volvo completed a mobile ad campaign for their S60 using rich media that resulted in 10x improvement in click-through rates7. By conveying the message about your brand or product in a more interesting and aesthetically pleasing manner, you will increase your chances of conversion. Figure 6: Volvo S60 rich media ad campaign (Image from GigaOM) 6 “The State of Mobile Advertising”, https://www.dropbox.com/s/s78vuq9of7ixpfw/opera_state-of-mobile-advertising_july2012_FINAL.pdf 7 “Mobile Rich Media Ads Getting Clicks and Eyeballs”, http://gigaom.com/2011/01/31/mobile-rich-media-ads-getting-clicks-and-eyeballs/
  • 11. 10 Rich media is more than pictures and videos Rich media is much more and can be adapted for the goal at hand Having a stock clearance sale? Why not include a map that uses geo-location to point those interested to the closest store to grab those out of this world deals. Just developed a revolutionary new beauty product? Do not just describe the benefits; show it with a comparison of before and after images. When the term rich media is used, people tend to think only of pictures and videos. Rich media is much more and can be adapted for the goal at hand. Mobile rich media banner examples that embed components for social media, ecommerce, image slideshow, video, etc.
  • 12. 11 Create unique tapestries of interaction What if you could provide multiple forms of interaction instead? From flipping through a picture gallery of your newly redesigned hotel to playing a video of your guests enjoying themselves in the surrounding scenery, the more options provided, the longer the dwell time. By providing multiple forms of interaction, ads become more diverse and cater to a wider audience. Not only that, it gives you the power of providing different calls to action to people with different levels of expectations. By providing multiple forms of interaction, ads become more diverse and cater to a wider audience Figure 7: Combine different components to create unique interactive experiences
  • 13. 12 Make call to actions visible and obvious Congratulations! You have the audiences’ attention and interest but do they know what to do next? There must be a clear call to action that entices them to perform the desired action from a design and messaging perspective8. Never use text that blends in with the rest of the ad. Instead, use buttons with standout colours together with direct and compelling statements to lead them down the conversion tunnel. Figure 8: A clear and obvious CTA grabs the attention immediately 8 “Your Call to Action is Lame! Here are 10 Ways to Make it Convert Better”, http://unbounce.com/conversion-rate-optimization/your-call-to-action-is-lame-here-are-10-examples-to-help-you-fix-it/
  • 14. 13 Highlight incentives and value Before your audience decides to hand you their credit card, they will want to know what they will get in return Figure 9: Quiznos mobile marketing campaign (Image from Sense Networks) 9 US sandwich chain Quiznos ran a campaign from November till December 2012 targeting customers with discount coupons via mobile ads9 . It witnessed 3.7 million impressions and a 20% boost in coupon redemption. The lesson is this: Before your audience decides to hand you their credit card, they will want to know what they will get in return. The probability of conversion increases when you convey incentives or values that would otherwise be difficult to attain. “Quiznos sees 20pc boost in coupon redemption via location based mobile ad campaign”, http://www.mobilemarketer.com/cms/news/advertising/14738.html
  • 15. 14 Make intimate and personal ads What is the purpose of your product or Pictures of people having a wonderful time with your product or service will have a better chance of convincing the audience service? Without doubt, you believe they improve lives and bring happiness. Make this known by including images of its impact on people as this brings a level of intimacy and gets your audience emotionally invested10. Pictures of people having a wonderful time with your product or service will have a better chance of convincing the audience it too will have a positive impact on their lives. 10 “7 Ways to Improve Your Facebook Mobile Ad CTRs”, http://www.nanigans.com/2013/04/01/7-ways-to-improve-your-facebook-mobile-ad-ctrs/
  • 16. 15 Take advantage of social media Whether an article or a picture, people enjoy sharing through social media and its power cannot be underestimated. According to Rhythm New Media, ads using a social component increased audience interactivity rates by 57% with one client even seeing a 75% increase in engagement rates11. You may not get the first time conversion but if compelling enough, it could spread through social media12. Ads using a social component increased audience interactivity rates by 57% Figure 10: Users can tap to like Hard Graft or retweet its ad 11 “Four Mobile Marketing Strategies That Are Working Right Now”, http://www.mobilemarketer.com/cms/news/advertising/12382.html 12 “Rich Media and Social Media: A Match Made in Marketing Heaven”, http://www.clickz.com/clickz/column/2268058/rich-media-and-social-media-a-match-made-in-marketing-heaven
  • 17. 16 Create a sense of urgency You must create a sense of urgency that makes them think ‘now or never’ instead of ‘I’ll do it later’ Figure 11: Remove hesitation by increasing the sense of urgency Hesitation delays conversions. The longer they wait, the more likely it is for your audience to lose interest. The solution to avoiding such a situation is simple. You must create a sense of urgency that makes them think ‘now or never’ instead of ‘I’ll do it later’. It could be something as simple as a limited time offer lasting 24 hours. An offer that is too good to pass up will prod your audience to act now rather than later.