Our Creative Director Frank Lipari and Art Director Nigel Dennis recently spoke at Cannes about how to design emotionally responsive advertisements specifically for the smaller screen. We've put together highlights here.

1. CREATIVITY IN
MOBILE
ADVERTISING(OR LACK THEREOF)

2. Mobile creative is a lot
like old people sex.

3. It’s dry

4. no one likes talking about it

5. and there are definitely
performance issues.

6. Take a look at this early mobile banner ad…
…And this one from 2015

7. CAN YOU SEE A
DIFFERENCE?

8. CLICK HERE
DOWNLOAD NOW
!
When we are honest with ourselves, we’ll have to admit that the biggest
advancement we have made in mobile creative thus far is going from “Click
here to Download now.”

9. We’ve taken the most ubiquitous channel in the history of the world and
treated it like an afterthought.

11. 4%of the average brand
spend goes to mobile(HBV, 2015)

12. 60% DIRECT
RESPONSE
BASED(HBV, 2015)

13. COMPLACENCY
Performance marketing isn’t a bad thing. But complacency is.

14. SEE!

16. Crap, that’s embarrassing. What do we do about it?

17. POWER OF
MOBILE
POWER OF
CREATIVES
Here’s a start

18. Then, its just a
matter of jumping
the hell in.

19. 1%
CTRSome of the best minds of our generation are content (proud even) with this number. !

20. 38%
ACCIDENTAL(GOLD SPOT MEDIA)
And 38% of that 1% CTR is accidental. Shhhh…

21. So let’s just agree that it’s not good enough.

22. WE
WANT
THE 99%

23. BREAK
THE
SYSTEM?
But…but… how do we

24. GOLD
STANDARD
CREATIVE?
How do we deliver

25. Three words:

26. GIVE

27. A

28. SHIT.

29. THE NEW
CONSUMER
Giving a shit starts with the

30. THE
MOBILE
CONSUMER
We check our phones
144 times a day.
For less than five
minutes
We consume content
40 times a day
19% of people even
admit to checking their
phone:

31. PERSON
DEVICEThe NEW Consumer is not a screen. They are a human holding one.

32. Device ID
0948820
San Francisco
California
USA
Earth

33. Steve
Likes
Cats
He’s not device ID 0948820.
His name is Steve, and:

34. BRAND &
PRODUCT
Give a shit about the

35. QUALITY
Give a shit about

36. Because it’s common sense.
Because it’s your creative output.
Because the NEW consumer demands it.
Because your ads will perform better.
Because putting ugly ads into the world makes us all look like assholes.

37. COMPOSITION
MATTERS

38. THOUGHTFULLY
STRATEGICALLY
CAREFULLY
Create

39. HALF
ASSED
TYPE
USE

40. No stock photos.

41. PIXEL
PUSHING
ACTUALLY
MATTERSDon’t be lazy.

42. MAKE
IT
POP!

43. Basically, do what YOU do as a creative.
Just do it smaller.

44. EXPERIENCE
Give a shit about the

45. EASE OF USE
UTILITY
SCALABILITY

46. EASE OF
USEWith the new consumer, you get one tap. Make the most of it.

48. UTILITYGive people something. Anything. They expect a return on their time investment
with your brand.

49. 73% EXPECT A
VALUE
EXCHANGE
WITH BRANDS(NYU.EDU, 2014)

50. It could be something fantastic!

51. Or it could be as simple as “save money by clicking here”!

52. SCALABILITYThe biggest ideas now start on the smallest screen.

53. This is an incredible campaign. How can we leverage mobile
to make it work EVERYWHERE? That should cross your mind
every. single. time.

54. OK.

55. Let’s
recap

56. Moving forward we are giving a shit about the following:

57. THE NEW
CONSUMER

58. THE BRAND
& PRODUCT

59. QUALITY

60. and THE
EXPERIENCE

61. GOLD
STANDARD
CREATIVE
And if we can do that, then we can deliver!

62. Hit us up.
Want to get in on this?
www.WeAreFetch.com