It’s no easy task to create a mobile ad that consumers won’t hate. There are so many “rules” when it comes to what the consumer will and won’t tolerate on their devices. Sparking any interest from such abbreviated attention spans is a real art, but one thing we do all know for certain is that brands who offer shorter advertising spots definitely get more credit and score major points with the consumer for understanding that they don’t want their time wasted.
Mobile ads, though small in size, can be very impactful when done the right way. The key to running successful marketing ads is for marketers to avoid making them obnoxious and obtrusive. In fact, according to research performed by IPG Media Labe and Magna Global, the more successful ads tend to adhere to certain mobile formats that are received more favorably among mobile audiences.
In their findings, research showed that while slightly more people were able to recall a brand after watching a 15-second ad than those who watched a six-second ad, viewers actually said that they found the shorter ads to be more relevant, modern and innovative. This was the outcome even more so when brands used vertical formats better fit for smartphones over those who used horizontal layouts.
The overall results of the study proved that mobile advertising demands its own customized formatting. Marketers can’t simply repurpose versions of existing content that was developed and optimized, that’s key, for other digital platforms. Mobile advertising is its own beast. That’s why six-second ads and vertical video, for example, were specifically developed from the ground up to play out through the mobile experience, and so far, those have been very successful for advertisers.
So, with all of this in mind, let’s break down some other key factors and facts that marketers need know before entering into mobile advertising realm.
Key Facts About Mobile Advertising
360 Video
- Recall – 360-degree video ads work when used the correct way. Aided ad recall for 360-degree branded content was found to be 37%, whereas it was found to be 52% for standard branded content. However, 360-degree video is less effective at conveying brand names. For example, 61% of viewers completed the 360-degree video, but 33% still skipped over it. There are, of course, larger gains for those who are able to get viewers to stick around.
- Opinions – When viewing the 360-degree branded content, 51% said that the ad was seamless. But more viewers, 58%, said that the standard branded content was seamless. On the other hand, when it came to skipping over ads, 50% said that it was easier to avoid with the 360-degree content compared to just 33% with standard branded content.
What Consumers Look for In Mobile Ads
Unsurprisingly, the majority of mobile users, 54%, are looking for mobile ads to be entertaining. They’re also looking for ads and brands to be short and unobtrusive (52%), as well as relevant (46%) to their interests and needs. They are not looking for ads to be innovative (14%) or made with the intent of enhancing their mobile experience (9%). They already know what they want out of that, so it does no good to try to tell the viewer what they should want.
Brands Get Credit For Shorter Digital Ads
- Recall – Aided ad recall was found to be at 41% when viewers saw six-second, non-skippable ads. That number only jumped slightly to 50% after watching 15-second, non-skippable ads.
- Brand Attributes – For these same ads, the six-second spots by far gained more attention and appreciation from viewers with relevancy (+7%), innovation (+10%) and modernization (+10%). The 15-second spots, however, didn’t fare well with viewers with all percentages in the negative zone. This was especially true when ads were presented in a vertical format. The six-second spots again far exceeded the recall and attention over the 15-second spots, with 9% saying they would pay more for the vertical ads, 11% saying the vertical ads presented a more unique storyline, and 18% saying the vertical ads were more innovative.
At the end of the day, consumers know what they do and don’t like as well as what they’re willing to tolerate, no matter the digital platform. So, pay attention to what your target audience is saying. With their specific likes and needs in mind, and with an understanding of the above-mentioned basic mobile advertising attributes, formats and styles in mind, your marketing team will be able to create a mobile-friendly ad that will be able to reach viewers.
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