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More Bang for The Buck!
How to Craft Mobile Banners
for Maximum ROI
© 2014
“what is a mobile banner ?”
© 2014
Banner = Communication
© 2014
Only the medium has changed
© 2014
77 % of display ads “never seen”
© 2014
Just 1.7 secs of
“engagement window”
© 2014
Clutter = Communication chaos
© 2014
“So how to makes a good mobile banner?”
© 2014
A
Attract
Attention
Create
Interest
Invoke
Desire
Persuade
for Action
A I D
© 2014
A I D A
Attract
Attention
Create
Interest
Invoke
Desire
Persuade
For Action
© 2014
Attracting Attention
A striking color palette can
drive ad recall, but legibility
is paramount *
• Use at least one...
© 2014
Attracting Attention
• Animation may be a great way to
attract attention but can be easily
overdone.
• A good banne...
© 2014
A I D A
Attract
Attention
Create
Interest
Invoke
Desire
Persuade
For Action
© 2014
Creating Interest
Short, focused messaging
plays well in mobile’s small
format *
• Use no more than two messages –
...
© 2014
A I D A
Attract
Attention
Create
Interest
Invoke
Desire
Persuade
For Action
© 2014
Invoking Desire
Consumers respond to
mobile ads that give them
something back*
• Features tell, but benefits sell
*...
© 2014
A I D A
Attract
Attention
Create
Interest
Invoke
Desire
Persuade
For Action
© 2014
Persuading for Action
Explicitly mention
call for action in the button~
• Buttons are known to increase
Click-throu...
© 2014
“Can you show me how it works?”
© 2014
Before
© 2014
Before
A
I
D
A
© 2014
After
A
I
D
A
© 2014
ROI
2.4 CTR ( 41% )1.7 CTR
© 2014
Before
© 2014
Before
A
I
D
A
© 2014
After
A
I
D
A
© 2014
ROI
0.58 CTR ( 56% )0.37 CTR
© 2014
“Thank You”
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More Bang for The Buck! How to Craft Mobile Banners for Maximum ROI

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How to Craft Mobile Banners for Maximum ROI with AIDA principal.

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More Bang for The Buck! How to Craft Mobile Banners for Maximum ROI

  1. 1. More Bang for The Buck! How to Craft Mobile Banners for Maximum ROI
  2. 2. © 2014 “what is a mobile banner ?”
  3. 3. © 2014 Banner = Communication
  4. 4. © 2014 Only the medium has changed
  5. 5. © 2014 77 % of display ads “never seen”
  6. 6. © 2014 Just 1.7 secs of “engagement window”
  7. 7. © 2014 Clutter = Communication chaos
  8. 8. © 2014 “So how to makes a good mobile banner?”
  9. 9. © 2014 A Attract Attention Create Interest Invoke Desire Persuade for Action A I D
  10. 10. © 2014 A I D A Attract Attention Create Interest Invoke Desire Persuade For Action
  11. 11. © 2014 Attracting Attention A striking color palette can drive ad recall, but legibility is paramount * • Use at least one – but no more than two – bright colors • It can be difficult to read text against a dark background; however, white backgrounds may blend into site content • Make text instantly readable + * A MOBILE MANIFESTO, Creative Leaders on the Art of Successful Mobile Brand Advertising, Millward Brown + 99 Designs Lorem Ipsum dolor sit amet Lorem Ipsum dolor sit amet Lorem Ipsum dolor sit amet Lorem Ipsum dolor sit amet
  12. 12. © 2014 Attracting Attention • Animation may be a great way to attract attention but can be easily overdone. • A good banner ad has subtle animations that do not irritate the viewer. • Animations that loop a thousand times a minute can cause banner blindness. Use tasteful animation that loops at a medium pace and then freezes on the most important shot. * A MOBILE MANIFESTO, Creative Leaders on the Art of Successful Mobile Brand Advertising, Millward Brown + 99 Designs
  13. 13. © 2014 A I D A Attract Attention Create Interest Invoke Desire Persuade For Action
  14. 14. © 2014 Creating Interest Short, focused messaging plays well in mobile’s small format * • Use no more than two messages – including the tagline • Text should take up less than 50% of the layout • Use imagery well, and only when you need it + * A MOBILE MANIFESTO, Creative Leaders on the Art of Successful Mobile Brand Advertising, Millward Brown + 99 Designs
  15. 15. © 2014 A I D A Attract Attention Create Interest Invoke Desire Persuade For Action
  16. 16. © 2014 Invoking Desire Consumers respond to mobile ads that give them something back* • Features tell, but benefits sell * A MOBILE MANIFESTO, Creative Leaders on the Art of Successful Mobile Brand Advertising, Millward Brown
  17. 17. © 2014 A I D A Attract Attention Create Interest Invoke Desire Persuade For Action
  18. 18. © 2014 Persuading for Action Explicitly mention call for action in the button~ • Buttons are known to increase Click-through rate, or CTR*. Place them after your copy, on the lower right side, in (tastefully) contrasting colors • Bring a sense of visual urgency to the text by using contrasting, bold colors.+ * A MOBILE MANIFESTO, Creative Leaders on the Art of Successful Mobile Brand Advertising, Millward Brown ~ Google Adwords + 99 Designs
  19. 19. © 2014 “Can you show me how it works?”
  20. 20. © 2014 Before
  21. 21. © 2014 Before A I D A
  22. 22. © 2014 After A I D A
  23. 23. © 2014 ROI 2.4 CTR ( 41% )1.7 CTR
  24. 24. © 2014 Before
  25. 25. © 2014 Before A I D A
  26. 26. © 2014 After A I D A
  27. 27. © 2014 ROI 0.58 CTR ( 56% )0.37 CTR
  28. 28. © 2014 “Thank You”

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