The 2013 Cannes Lions International Festival of Creativity, an event celebrating the best in marketing minds, wrapped up in late June. In the spirit of this celebration, the IAB (Interactive Advertising Bureau) published its mobile manifesto. The document is designed to help marketers focus on excellence in mobile marketing.
The authors who created the document agreed that creativity in mobile marketing should focus on 4 key areas for best practices:
- Branding: Clear and persistent – place logo and brand name in every frame
- Design: Striking and legible – use 1–2 bright colors
- Messaging: Short and focused – text is less than 50% of layout
- Response: Consumers interact to get something back – offer value (coupons) and interaction (social integration)
Right now, the typical mobile ad campaign succeeds when measured against brand metrics in the following percentages:
- Brand awareness 4.9%
- Ad awareness 15.6%
- Message associations 10.5%
- Brand favorability 3.3%
- Purchase intent 4.0%
Industry experts note that the effectiveness of mobile campaigns has been diminishing steadily since 2008, as the novelty of the format wears off. While the effectiveness of mobile may be waning, consumer use of this format is growing. Marketers who want their mobile campaigns to make a difference will need to remember the creative best practices in order to make the best impression on their target audiences.
If you’re designing mobile campaigns, do you have any other criteria you use to make sure the ads look their best in the small screen environment?