Advertising
has always been about creative artistry and leveraging our understanding of
deep human needs and behaviors to sell. The shifting preference away from
digital, TV, radio and newspapers toward mobile devices introduces new
challenges and a technical awareness required for getting mobile advertising
right. So what’s so different about mobile ads? Here are the new
rules for establishing a successful mobile advertising campaign, and the
secrets behind what motivates audiences to engage:
We Feel a Connection
Good art
inspires an instant feeling – a sense of adventure, the thrill of a chase, the
joy of color, or the personal draw of a character’s face that lures you in
(hint: It’s all in the eyes!). Ever look closely at the top game app icons in
the app stores? It’s no accident that most characters have large,
expressive eyes. Without words, design plays a critical role in grabbing our
attention and drawing us in at first glance. The best mobile ads are able to
utilize the small screen real estate to convey a feeling you’ll
want to experience.
We Want to
Belong
Brands spend
years earning a place in consumers’ hearts and minds. A brand is more
than the product – it is a carefully articulated promise to the customer.
Brands provide a reason to believe and remind us why we love our preferred
products and services. By choosing one brand over another, we
self-identify as belonging to a club of other like-minded people. Ads
that feature a coupon or special offer (as in direct marketing) can trigger an
immediate sale, but pure branding ads reinforce our belonging in the club. Our
most recent interaction with the brand reserves a space in our subconscious,
waiting to be ignited when the time is right.
Speaking of
belonging, your mobile campaign is an extension of your enduring brand, and
should remain recognizable with a look and feel that is consistent with your
campaigns everywhere else. Your mobile campaign should also fit elegantly into
the mobile experience. It should “belong” there, seamlessly fitting into
an app’s form and function so that the campaign adds value and complements the
app flow and experience, rather than interrupt it. This type of ad
placement is called Mobile Native Advertising, and can take on many forms such
as Native Video Ads, Native Interstitials or custom Native Ad experiences that
are built to fit specific app behaviors.
We Want to be
Loyal
Loyalty
programs that offer rewards, points or benefits for shopping, are proven to
influence buying decisions, and the same principle applies to rewarding mobile
app users for their loyalty. Enter Rewarded Video Ads (aka, Incentivized ads).
By rewarding a mobile user (e.g. game player) with in-app perks and privileges
in exchange for viewing a 15-second video ad, you are simultaneously demonstrating
that you value their time, and are also providing a taste of the good life – a
glimpse into what their game experience could be like if they continued to
partake in these perks. The perks can range from rewarding a player with
an extra life, game level advancement, extra coins or tokens, or even revealing
inside tips and trivia about the making of the game. By being generous
and utilizing rewarded video ads, you are setting the stage for future in-app
purchases and are fostering loyalty by keeping them engaged in the app longer.
Right Place,
Right Time
Here’s where
science comes in. When ad targeting is working well, ads reach a tailored
audience that are prime candidates for conversion. The ads are
expertly served into mobile environments and locations where coveted audiences
are already paying attention, and during precise moments when they are most
likely to engage.
–
Moms at mealtime see ads for quick dinner recipes that please picky eaters.
–
Diehard fans of a particular app publisher will be invited to preview the
latest game release from their favorite game maker.
–
Racing car fanatics will discover new racing games they can’t resist.
–
Game player just lost a life? No problem. The player will be
rewarded with a new life after they watch your video ad.
–
Coffee lovers will receive a coupon for a cup of joe as they walk by their
local coffee shop.
–
Past clickers – those who have clicked on an ad before, but have not yet
downloaded the promoted app – will be persuaded to complete the download.
These are all
examples of ad targeting and well executed ad-delivery strategies that can
determine the success of a mobile campaign. Your mobile ad network or
platform partner is the key to expert targeting and intelligent ad delivery.
We feel in
control of the experience
No one likes
to be disrupted while using the most personal platforms in our lives – our
mobile devices. In order for ads to be accepted, they must be presented
in a manner that complements the user’s experience, or at the very least, does
not interrupt their app flow. Mobile Native Ads allow beautiful, discreet
campaigns from advertisers to fit seamlessly and elegantly into the unique
form, function, design and user flow of their apps. Users can move
throughout the app and engage with the ads on their terms by opting to view or
click. When an app user clicks on the ad, there’s a great likelihood that
this user is genuinely interested in the ad – and these quality audiences are
the advertising jackpot! Native ad campaigns please advertisers because
they deliver high-quality, high lifetime value users, while app owners maintain
the quality of their app and deliver an interrupted experience that keep their
users engaged and returning to the app.
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