Tagged 'advertising creative'

3 Mobile Creative Best Practices

Posted by Scott Swanson on November 1st, 2012 at 12:32 am

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... Read more

Targeting Ads to Individual Brains

Posted by Daniel Flamberg on June 10th, 2010 at 8:55 am

Neuroscience can predict who will respond to which ads. This should impact creative concepting.