Using Rich media mobile ads as part of a digital campaign is steadily becoming a key strategy. These types of ads are up to four times as effective as standard banner ads in terms of clickthrough rate, according to a report from Opera Mediaworks. However creating rich media ads on mobile devices is much more complicated that creating flash based rich media that has be prevalent on desktop computers for many years. Even though we now have ways to serve rich media there can often be a lot of browser discrepancies and code conflicts on the sites that serve the ads. This is why many brands and agencies are relying on ad platforms to make the whole process much simpler.
In our opinion the the best tool for delivering Rich Media for mobile platforms is Celtra. They have an excellent an “AdCreator” creation platform and tracking. However there are many other exciting ideas from other ad platforms including Amobee, Airpush, Google Doublelclick and Smartadserver.
Here are some ideas for Rich Media Mobile Ads all of which are now ready to use via the various ad serving platforms.
Amobee have a 3D Ad platform where elements can can be rotated in real time whilst tilting the mobile device. This is is a great way of showcasing products.
This is an obvious one. However tools like AdCreator and Google WebDesigner allow us to now create rich animation in mobile ads in a similar way to Flash. This means that recently Production Banner time for animated mobile ads has been greatly reduced.
Using a mobile device and a printed magazine you can create some interesting ads. The example below is taken from a campaign created for eBay on the Amobee platform. Users hover over certain images in the magazine to reveal extra content.
TWEET A BRAND MESSAGE
For this idea a pre-populated list of tweets appear in the ad. The users then taps on which tweet they want to send, this integrates with the Twitter mobile app. It lets you choose which message to the user sends, this means you can also include hastags.
TAP TO CALL
If you have a phone number displayed on your ad remember with mobile you can tap it to make a call mobile devices.
CLICK TO DOWNLOAD
Mobile users natively use apps, so why not ustlise this. Have a link to download the app in the app store.
Users can see a countdown and date when your product or service will launch, this date can also be added to the calendar.
Interaction a using drag and drop mechanism works well on Smartphones, the touchscreen lends itself well to these type of physical activities.
App installed on users mobile phones can be used to good effect. For example with Groupon users can expand a banner to find a store near them and get a coupon. They can then click on a location and check in with foursquare. Once they have checked in the coupon becomes unlocked.
In mobile ads we can target ads so they only display in certain locations i.e areas of high density shopping. This is a great way of targeting customers only in the relevant location.
There are many opportunities to use tilt in mobile ads. Types of uses might include tilt to change colour, tilt to go to next scene, shake to randomise.
In mobile ads Instagram images can be intergrated, users can also take a picture and share. Celtra seem to have good integration of this.
It might be a good idea to integrate Google maps in your mobile ad, especially if you want to show the location of physical stores. Mobile devices are used often for navigation, so it makes sense to do this.
Like other systems of interaction, paint is a good way to build user engagement. Ideas could be a quick painting competition or adding you own signature to objects.
Puzzles are a great way to engage users, often for hours! Below is a puzzle game built on Centra platform for Wizard of OZ.
REAL WORLD IMMERSION
Amobee have a good example using tilt to show a virtual world overlaid upon the real world.
SHAKE TO REVEAL
Google have a good example where users can shake to reveal ads. In their example they use a snow globe that reveals a message on shake.
Swipe is another technique that is very satisfying on touchscreen device. This is good for ideas that involve swipping – such as swipe to cut, kick and reveal more content. Below is an example by Centra for snickers.
A slide mechanism can be used in many way such as to reveal more content or in more creative ways. Mobile ads have a good example where the user can swipe between one ad and the other using a divider in the centre of the ad.
Wipe works like traditional scratch cards, so in that sense it’s quite organic and feel “right”. Below is a great example from McDonalds.