Mobile Creative

Mobile Creative Designing for the Small Screen

Class 16

Mobile Creative

Three Creative Categories• Type Ad

• Text only• Sells product with words

• Standard Display Ad• Images and basic interactivity

• Sells product with pictures

• Rich Media Display Ad• Images, Video, and high interactivity

• Involves the audience with the ad

Mobile Creative

Type Ad• Still prevalent, a large portion of

advertising dollars still spent on type ads

• The number of search ads (search engine optimization) is greater than visual ads

• Examples include SMS, Search Ads, Mobile Coupons

Mobile Creative

Type Ad Examples

Mobile Creative

Display Ad• Common form of visual advertising.Present on mobile websites, in apps

• Usually a portal to something else – an app, a website, an order form

• Examples: in-app advertisements, banner ads,

Mobile Creative

Display Ad Examples

Mobile Creative

Rich Media Ad

• Based on Flash or HTML5

• Possibilities for consumer engagement are significantly higher than standard display ads

• Rich media ads can be implemented differently on smart phones and tablets, adapting to the different screen sizes for different capabilities

Mobile Creative

Rich Media Examples

http://www.youtube.com/watch?v=09OSCzb7Rm8

Mobile Creative

Tablet “Tabvertising”• Tablet ownership is growing

significantly,1 in 5 adults owns a tablet or eReader, and that number is growing fast.

• Tablets are still classified as a “lean

back” technology, whereas smart phones are classified as “lean forward.” This is becoming less and less true as tablets

begin to replace traditional computers. • Tablets have different and more

expansive capabilities than smart phones, but advertisers are still trying to figure

out how to use these.

Mobile Creative

Tablet Ad Examples

http://www.youtube.com/watch?

feature=player_embedded&v=T5sOhTzX5E0

Pepsi Max iPad AdRich Media Ad that uses every feature of the tablet

Mobile Creative

The Future of Mobile Ads• Flash is becoming obsolete, so companies

are using HTML5• The capabilities are still being explored

• Rich Media, as a result, will continue to evolve on tablets and smartphones

Smartie Awards 2014

Mobile Marketing Association

http://www.mmaglobal.com/

smarties/finalists/winners