As many as two-thirds of mobile ad campaigns do not adhere to six or more basic creative best practice guidelines, according to a new report.

The guidelines, highlighted in the report by On Device Research and Celtra, were observed in the top performing mobile campaigns and also revealed that the top performers on average adhere to at least six of these principles. When these guidelines were applied to ODR’s entire database it was discovered that two-thirds of mobile ads tested adhere to fewer than six of these guidelines.

The ten guidelines, which cover advice on what brands need to do to make their ads both memorable and drive purchase intent, are expanded upon in a report which is attached to this email.The ten guidelines are as follows:

Logo presence on every frame is crucial

  1. A human presence can engage
  2. Product shots catch the eye
  3. Placing branding at the top of the creative boosts ad recall
  4. Be cautious with dual branding as it can distract and confuse
  5. A single clear message beats a text heavyad overloaded with information
  6. Video grabs the user’s attention
  7. Inject a little humour into your creative
  8. A bit of interactivity holds the user’s attention
  9. If you want to drive purchase, then unsurprisingly having a strong call to action helps

Alistair Hill, CEO at On Device Research, said: "These recommendations are rooted in robust quantitative analysis and as such provide a useful check list for mobile marketers to reference before embarking on a mobile brand campaign

"If you bear these guidelines in mind, your ad is going to stand a higher than average chance of being noticed and having a positive impact on purchase intent."

When it comes to campaign planning, audience targeting, delivery and optimisation, mobile offers an abundance of opportunity the likes of which no other platform has ever seen. But planning and execution are only part of what makes a great mobile campaign. The key question remains as to what it is that the top mobile ads are doing creatively that most other mobile ads aren’t. The answer lies in the highlighted ten creative best practice guidelines with the top performing campaigns on average adhering to six of them.

You can find the full report here.

 

By Jonathan Davies, editor, Digital Marketing Magazine

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