By Matevž Klanjšek, January 18, 2012
Mobile Marketer recently connected with Matevz Klanjsek, co-founder and chief product officer at Celtra, to identify the five best practices for rich media mobile advertising.
1) Develop clear goals for the campaign. If the goal is brand building, customer acquisition or brand loyalty, a different number of pages, features and actions should be used. For brand building and brand loyalty, funnel ads or ads with multiple pages are ideal for driving consumer interaction and extending the time users spend with the brand. A simple rich media ad with a strong call-to-action is typically most effective in helping to drive customer acquisition
2) Determine which formats and features will drive the desired results. Consumers want to purchase, research, discuss and interact with brands and their products. Through expandable ads with video, companies can provide extra information so users can satisfy their research goals. Sharing via social media allows brands to extend their brand message and make their campaign viral while enabling a brand dialog. Gaming encourages users to spend quality time with brands while playing users are focused and engaged with the brand. Ads based on dynamic content such as location or weather, help to provide a personalized, relevant experience with the brand. Capabilities like tapping, swiping, tilting, shaking and painting provide a human touch.
3) Brands and marketers need to design a consistent experience across multiple platforms. There is no reason why experiences should be different across any of the platforms. Create one campaign that can be delivered across multiple platforms –including mobile Web, apps and tablets. HTML5 promises a consistent and rich user experience across multiple platforms.
4) Build your ad with a rich media platform to save time and cost. There is a better way of creating your next mobile advertising campaign than custom coding. A rich media ad creation platform enables rapid development of advanced rich media mobile ads without any software coding skills. When selecting a platform, make sure it optimizes elements for various OS platforms and device differences. The advantage is that you can create one ad and serve it across different platforms and distribution networks. The result – ads work flawlessly on all targeted devices without a lot of testing and optimization.
5) Track your campaign across multiple properties and devices with universal reporting. Effective rich media advertising metrics track users across platforms, enabling brands and agencies to track interaction and conversion throughout the campaign. Reports should also include detailed insight into user engagement so you can measure ROI and brand interaction across the entire campaign.
Download Mobile Marketer’s Classic Guide to Mobile Advertising for more expert advise and best practices on how to create, deploy and measure mobile ad campaigns.