Build for Fat Fingers
Leave enough spacing between buttons and features. If you’re going to have the social share
buttons side by side, make sure there’s enough room so that a user can easily
select or share one thing at a time.
Also, make the buttons big enough.
Apple suggests mobile buttons to have a “hit
target” of 44px by 44px.
Use Contrasting, Solid Colors
Solid colors will allow for an ad or animation to load more quickly,
and contrasting colors make viewing easier on mobile. The user could be watching in bad lighting or
with a glare on the screen, so contrasting colors make it easier to navigate or
see action in a video.
Keep CTAs Short and Concise
The average attention span of a viewer on a mobile device is .5
seconds*. Build to attract a user’s
attention in this time. Keep the Call to
Action or overall goal of the ad focused.
For example, if the primary KPI is to drive traffic to a website, make
sure that is clear. Make sure the button
is prominently positioned, and there aren’t too many other CTAs or features that
can distract a user from completing this action.
"Slide"
"Tap" "Share" "Buy" –There’s a lot a user can do,
so be clear about the action you want the user to take.
*no source (just made
it up)
Make it Social
Integrate social media so users can share the ad or further engage with the brand. Video and social media are the perfect mobile partners, so it makes sense to gain some earned media and allow users an opportunity to further connect with your brand.
However, keep it simple.
If you're integrating with Instagram, don't worry about including a
share button for Twitter. If for some
reason a user really wants to share a video on a particular social media
network, he or she will do so even without the buttons.
Build for Your Target Audience
Entice your target audience to engage with the ad by showing
them what they want to see. In most cases, this means puppies (see ad from LL Bean).
Designing the creative with a specific target in mind, can serve as a
type of targeting, and can build a stronger connection between the brand and
consumer.
Personalize the Experience
The smartphone is a personal device, so allowing a customer to personalize
a product on their phone is apropos. As
customization becomes more automated, consumers are going to expect it. Allowing users the ability to digitally
customize the color of a car or a room is a step in the right direction, and
can make the user feel more connected to a brand or product.
This
ad, which won the
People’s Choice Award in the Super Creative Ad Challenge inn 2014, allows users
to toggle through different colors of the Dodge Challenger.
Test Different Versions
Use A/B Creative targeting to find out which creative design or
feature is performing best. This
provides valuable insights about your target audience and what resonates with
them. It also allows for the campaign to
be optimized to the best performing creative.
Instead of guessing what will work best, let the data tell you.
If the "Clouds" creative performs better than the "Cannonball" creative, then skew more delivery to "Clouds"\. Then analyze why that version is resonating best with users.
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