This summer, after diving into data from campaigns running on our parent company's mobile ad platform, we discovered something pretty neat: Mobile campaigns that take full advantage of the sophisticated capabilities of the modern smartphone (e.g., HTML5, camera, video) always result in higher dwell times and interaction rates post-click.
Now, in the Q3 report, we're discovering something even better: the deeper characteristics of a high performing mobile campaign.
We found that those that emphasize fun and simplicity catalyzed the most user interaction and brand stickiness, and those that utilized new, innovative ad units delivered click-through rates of 5% and even higher. Incidentally, they also generated the most revenue and publisher satisfaction, so everyone was happy.
By closely observing these campaigns (two of which are demonstrated below) we were able to pull out some mobile creative best practices that will hopefully help mobile marketers as they think about how to best capture the attention of their roving audience.
Challenge the user's expectations
For Mazda, we used a “break-in”unit that enters from the outside and places the ad in position. The expanded unit dynamically drags the ad across the screen, causing surprise, as the user is accustomed to the static screen content of their mobile web browser.
Appeal to the senses
Mazda’s robotic arm effect was visually satisfying because of the movement, and Fiat’s bright, bold colors served to add an element of fun to its campaign – also in alignment with the nature of the brand.
Invite the user to create and customize
Mobile users are accustomed both to playing games and creative expression such as taking photos, sketching or even including emoticons within email and text messages. Ads that allow them to continue to play and create on their phones offer incredible brand engagement opportunities. The Fiat campaign, for example, allowed consumers to swipe the color onto the car, letting them customize the image as they would want to customize their cars in real life.