Celtra, the creative management platform for digital advertising and On Device Research (ODR), the mobile ad effectiveness research experts, today released a report containing 10 guidelines for mobile creative best practice, drawing on insight from its norms database of over 200 mobile brand effectiveness studies.
The guidelines were established through an in-depth analysis of the top 20 per cent of mobile ads in terms of both ad recall and purchase intent. The research found that top performing ads adhere to at least six of these principles.
When Alex Saric, CMO of Celtra and Alistair Hill, CEO of On Device Research applied these principles to ODR’s entire database, it was discovered that two thirds of mobile ads tested adhere to fewer than six of the ten guidelines that follow.
- Logo presence on every frame is crucial
- A human presence can engage
- Product shots catch the eye
- Placing branding at the top of the creative boosts ad recall
- Be cautious with dual branding as it can distract and confuse
- A single clear message beats a text heavy ad overloaded with information
- Video grabs the user’s attention
- Inject a little humour in to your creative
- A bit of interactivity holds the user’s attention
- If you want to drive purchase, then unsurprisingly having a strong call to action helps
“To effectively tell their stories, brands must ensure quality creative in their ads. This study offers great lessons on what makes an effective mobile ad creative. By combining the guidelines from this study with a compelling story, and enabling such quality ads at scale, only then will advertisers realize the full potential of their advertising efforts,” said Saric.
“These recommendations are rooted in robust quantitative analysis and as such provide a useful check list for mobile marketers to reference before embarking on a mobile brand campaign,” comments Hill.
Hill continues that “if you bear these guidelines in mind, your ad is going to stand a higher than average chance of being noticed and having a positive impact on purchase intent”
When it comes to campaign planning, audience targeting, delivery and optimisation, mobile offers an abundance of opportunity the likes of which no other platform has ever seen. But planning and execution are only part of what makes a great mobile campaign.
The key question remains as to what it is that the top mobile ads are doing creatively that most other mobile ads aren’t. The answer lies in the highlighted 10 creative best practice guidelines with the top performing campaigns on average adhering to six of them.