2. About this eBook
Jumptap worked with Dynamic Logic analyzing data from over 800 mobile ad campaigns running through its network and with Celtra that analysed data from
230 campaigns running on its AdCreator in Q1 2013 to gain insight about what factors drive mobile advertising success. From this data, we pulled together ten
topline tips to help marketers and agencies create effective mobile ads.
Jumptap, Inc. is the leading
unified audience platform, taking
a programmatic and mobile-first
approach to reaching audiences
across screens. Jumptap reaches over
218 million mobile users in the U.S.
and over 439 million mobile users
worldwide. It has built an audience
profile store with over 100 million
unique, data-rich profiles, of which
over 44 million can be reached across
screens.
Dynamic Logic (www.dynamiclogic.
com), Millward Brown’s Digital
Practice, is the world leader in digital
insights. For marketers, agencies,
and publishers alike, Dynamic Logic
offers the most cutting-edge and
adaptable solutions to make the most
of every digital marketing dollar.
Celtra Inc. is the global leader for
rich media mobile ad serving and
analytics. Celtra’s AdCreator 3
platform, which is used by world’s
leading agencies, publishers and
networks in more than 18 countries,
is the only complete, SDK and ad
server agnostic platform for rich
media mobile advertising. Celtra’s
unparalleled HTML5 ad products
are designed to provide the best
user experience, performance and
reliability on distinctive mobile
platforms with one single ad unit.
3. 10 Tips for Creating Effective Mobile Ads
Design for size
1
Consider calls to action
4
Use video
7
Combine art & science
10
Don’t overdo it with colors
2
Go human
5
Use landing pages
8Don’t be wordy
3
Use rich media
6
Time Appropriately
9
5. Design for Size
The many size options in mobile can seem daunting. But don’t use this as an excuse to try to force online and print creative into
mobile; it doesn’t work. Work with an ad platform or rich media provider to create units suitable for the smaller screen sizes in mobile.
Create Ads Specifically for Mobile
Most Common Ad Sizes
Feature Phones
120x20 · 168x28
216x26
SMARTPHONES
300x50 · 320x50 · 300x250
480x75 (Android Only)
iOS
Android
Tablets
300x250 · 728x90
600x800 · 600x90 (Kindle Only)
1
6. Original Creative
Design for Size 1
GOODBAD
Stuffing print or online creative
into a mobile ad size doesn’t
work.
Design less cluttered ads for
the small screen.
7. Design for Size
Once you’ve created ads specifically for mobile, you need to think about all of the different screen sizes. Keep in mind that ads on
bigger devices usually receive higher click-through rates. As our data shows, there are some exceptions. Apple devices tend to garner
more clicks regardless of size. Advertisers should always factor in device size when deploying ad creative and shouldn’t expect similar
results across devices.
Bigger Ads Generally Perform Better
1
10.1”
.53%
CTR
SAMSUNG
Galaxy Tab
9.7”
.90%
CTR
APPLE
iPad
7”
AMAZON
Kindle Fire
7”
.36%
CTR
BARNES & NOBLE
Nook
5.3”
.58%
CTR
SAMSUNG
Note
4”
.84%
CTR
APPLE
iPhone
3.5”
SAMSUNG
Galaxy S
2.5”
SONY
Xperia Mini
Source: Jumptap Campaign Data
1.02%
CTR
.42%
CTR
.53%
CTR
9. Featured Coverage
Analysis of banner campaigns by Jumptap and
Dynamic Logic showed that ads with fewer colors
receive more clicks. On average, ads with 2 colors
or fewer receive 9% more clicks than those with 3 or
more colors.
This supports the idea that keeping things simple
on the smaller canvas pays off.
Of all the industries analyzed, auto industry ads
were most affected by the number of colors in the
ad. Consumers want simple auto creative, without
the distraction of a lot of colors.
Use a Restrained Color Palette
Don’t overdo it with colors 2
Auto Industry
CTR above or below average based on number of colors.
19%
-18%
2 colors
or fewer
3 colors
or more
Jumptap/Dynamic Logic Ad Creative Study, Q1 2013
10. 2
GOODBAD
Don’t overdo it with colors
Adding too many colors can detract from the visual appeal. Clean, crisp creative performs better in mobile.
12. In the same way that too many colors can be a
detriment, too many words in a mobile ad can turn
off consumers. Ads with 4 words or fewer receive,
on average, 28% more clicks.
Of all the vertical industries analyzed, consumer
tech industry ads were most affected by the
number of words in the ad. Consumers don’t want
wordy creative when looking at ads for tvs, laptops
or phones; just a nice image and a concise value
proposition.
Don’t be wordy 3
Get to the Point…Fast
Consumer Tech Industry
CTR above or below average based on number of words
4 words
or fewer
5 words
or more
50%
-12%
Jumptap/Dynamic Logic Ad Creative Study, Q1 2013
13. Don’t be wordy 3
GOODBAD
Have the world at your fingertips.
Combining the best features of a laptop and a tablet.
Enjoy this ultra fast performing processor in all-new
beautiful new design.
Enjoy the world
at your fingertips
15. Consider call to action 4
Calls to Action are Crucial in Certain Industries
Surprisingly, when we analyzed data aggregated
across all industries, ads with a call to action
performed about the same as ads without. This
goes against everything we’ve ever learned. The
explanation; some calls to action are not strong or
clear so actually detract from click-through rate.
However, in certain industries like entertainment,
a call to action led to a direct increase in
engagement. Movie studios, tv networks and other
entertainment advertisers should tell the audience
where to go next and what to do.
Entertainment Industry
CTR above or below average based on presence of call to action
call to action
no call to action
8%
-24%
Jumptap/Dynamic Logic Ad Creative Study, Q1 2013
16. Consider call to action 4
Prepare Yourself.
You’re going to wish
you never walked
into the theater...
Prepare Yourself.
You’re going to wish
you never walked
into the theater...
BUY TICKETS
GOODBAD
18. Consumer Tech Industry
CTR above or below average based on human presence in ad
72%
with human
presence
-3%
no human
presence
Include a Person in the Ad Image
Our analysis showed that ads that included an
image of a person see 20% more clicks than ads
without a person.
Consumer tech advertisers are particularly
successful when including a consumer image in
a mobile ad. The takeaway; focus on how your
product makes people happy, not on the product
itself.
Go human 5
Jumptap/Dynamic Logic Ad Creative Study, Q1 2013
19. Go human 5
Take 20% off on
newest tablet
models today!
SHOP NOW
Take 20% off on
newest tablet
models today!
SHOP NOW
GOODBAD
A product image by itself is not as appealing. Images of consumers interacting with the product work best.
21. Engagement rate
(Avg. 12%)
Time spent on page
(Avg. 12.8 seconds)
Click through to destination
(Avg. 6.4%)
Use rich media 6
Advertisers using static media in mobile can measure clicks and sometimes conversions. But if they want to know more about how
they engaged their audience, rich media gives them many ways measure engagement.
There’s More to Measure in Rich Media
StaticMobileAdRichMediaAd
DESTINATION
DESTINATION
EXPANDED
AD
see CTR stats on pg. 7
Avg. expansion rate: .59%
Click1
Expansion1
2
3
4
Conversion2
Conversion5
Celtra’s Quarterly Ads Performance report, Mobile Rich Media - Q1 2013
22. All of these features and others can be incorporated into mobile rich media using turnkey ad creation solutions like Celtra’s Ad Creator.
Popular Rich Media Features
Store Locator Gyro / Tilt Wipe
Paint
360 Degrees
Social Share
23. · Vibram worked with Jumptap to create a rich
media ad that encouraged users to virtually
“run” on different surfaces.
· The unit achieved an engagement rate that was
nearly double the network average
· 3 out of 5 consumers that clicked on ad were
driven to the Vibram online store.
Use the rich media features that drive consumers
to take action
Static banners don’t take advantage of the
interactions available in mobile.
Use rich media 6
GOODBAD
Our new sneakers are cool.
Trust us! SHOP NOW
25. Use Video
Average
Engagement
Rate
It’s no secret that consumers love watching video on their smartphones and tablets. Mobile video views grew 300% in 2012 over the
prior year, and advertisers are seizing the opportunity. While some might think mobile video ads are only suited for movie trailers or
other entertainment industry ads, the truth is that advertisers in every industry, especially financial and retail, are seeing great results.
Every Industry is Using Mobile Video
Use video 7
21%
63%
Financial
53%
49%
Entertainment
38%
39%
Auto
21%
38%
Retail
33%
24%
CPG
Celtra’s Quarterly Ads Performance report, Mobile Rich Media - Q1 2013
26. Use video 7
GOODBAD
PLAY VIDEO
Take a break!
Static ads that don’t make
it clear that there is video
content after the click, are
less effective.
Using standard click-to-
video means asking the
consumer to make an extra
click before arriving at the
actual video.
Advertisers should tease
the video with in-banner
animation.
Use rich media click-to-
video instead of standard,
to drive consumers directly
to the video.
28. 94.5%of small and midsize business
websites are not mobile optimized.
No Mobile Site? No Problem
Many advertisers wait until they have a corporate
mobile site before they take the plunge into
mobile advertising. But the fact is, some of the
most successful mobile ad campaigns have been
done by advertisers who don’t yet have a mobile
site, but who use a mobile landing page. Most
mobile partners like Jumptap can build landing
pages for advertisers. So, remember these two
simple rules:
1. No Mobile Site: Drive consumers from your ad to
a mobile landing page
2. Have a Mobile Site: Still a good idea to use
landing pages as they provide the flexibility
to create campaign-specific destinations for
consumers.
Use landing pages 8
Source: MarketingCharts March 2013
29. 8
GOODBAD
Use landing pages
Stop & Shop has a great mobile app, but its online site is
not optimized for mobile.
Because of this, they’ve found great success driving
consumers to mobile-optimized landing pages.
31. Sunset Blvd
Time appropriately 9
Compelling mobile ad creative is only compelling if it reaches the right people at the right time of the day, day of the week, or month
of the year. Below are some tips to keep in mind.
Deliver Ads When They’re Likely to Be Seen
Month:
Jumptap data show that click through rates
spike in the winter, and conversions spike in
the summer. Consumers click in the early winter
after getting new devices over the holidays, but
are easier to convert in the lazy days of summer.
Time:
Advertisers should know they’ll reach different types
of people in different locations based on the time of
day they target. For example, the audience reached
at LA’s swanky Hotel Marmount is very different at
different times of the day.
Day:
Most day targeting takes place around an
event like the Superbowl or Black Friday. Even
on weeks without an event, certain days of
the week can perform better than others. For
example, restaurant advertisers see a spike in ad
engagement on weekends.
Hotel Shift Workaers7:00AM
10:00AM Tourists
12:00AM Lunch Crowd
CTR peaks in January
(19% above average)
Conversion rate
peaks in July
(75% above average)
4:00PM Creative Professionals
10:00PM Nightlife Crowd
Mon Tue Wed Thu Fri Sat Sun
Restaurant
CPG
Finance
Retail
Auto
Entertainment
32. Time appropriately 9
Mon Tue Wed Thu Fri Sat Sun
GOODBAD
Running restaurant ads at the
beginning of the week only is
not optimal.
Run restaurant ads throughout
the week, but heavy up on
weekends when consumers are
most engaged.
34. 10Combine art & science
Zip-Level Targeting
2.2x
CVR
Consumer-Level Targeting
3.5x
CVR
Hyper-Local Targeting
3.3x
CVR
Some advertisers spend a lot of time creating mobile ads that are engaging, but fail to get the ad in front of the audience its meant
to engage. Using zip, hyper-local, and consumer-level targeting, advertisers can engage the right audience with their creative and
increase conversions.
Increase in Conversion Rates When Advertisers Use Each Type of Targeting
Good Creative + Good Targeting = Engagement
Source: Jumptap Campaign Data
35. 8Combine art & science
· HHI: $30k
· Urban renter
· No credit history
Jumptap Data Profile Jumptap Data Profile
· HHI: $200k
· Owns 4BR home
· Excellent credit score
BAD
A beautiful luxury car ad may see impulse
clicks from audiences with no intent of
buying the car.
GOOD
Effective targeting helps advertisers deliver
creative to the right audience, and then see
details on which audience engaged with
their ads.
36. Thank you.
For more help with mobile ad creative, contact:
mobileads@jumptap.com
To start your advertising program today, contact:
Adam Chandler
SVP of Sales
+1.917.208.0145
adam.chandler@jumptap.com
www.twitter.com/jumptapwww.jumptap.com www.facebook.com/jumptap
37. Sales Inquiries
Adam Chandler
SVP of Sales
+1.646.454.1133
adam.chandler@jumptap.com
Jumptap Offices and Locations
Contact Us
Boston
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Detroit
Boston | Corporate Headquarters
155 Seaport Boulevard, 8th Floor
Boston, MA 02210
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New York, NY 10016
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Los Angeles, CA 90025
Chicago
321 North Clark Street, 5th Floor
Chicago, IL 60654
Detroit
628 East Parent Street, Suite 108
Royal Oak, MI 48067
San Francisco
20 California Street, Suite 710
San Francisco, CA 94111
Performance Advertising
Ted McNulty
Director of Performance Sales
+1.617.301.4198
ted.mcnulty@jumptap.com
Support
Please visit our support page at
support.jumptap.com
Press and Analyst
Christina Feeney
+1.617.301.4178
christina.feeney@jumptap.com
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