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September 2010

Here are some very good tips on setting up your mobile marketing campaigns particularly for local marketing or Offline marketing.

After getting input from 14 firms now selling in-application mobile advertising, a few “best practices” are clear, says the Interactive Advertising Bureau.mobile marketing

First, build mobile-specific landing pages for in-app ad campaigns. A number of publishers have described scenarios where advertisers have launched in-app ads that link through to pre-existing websites that require Flash to view or navigate. Given that most smartphones today don’t run Flash, this is clearly a bad idea.

A possible caveat is that all 14 firms surveyed already support iPhone and iPad apps, so support for Flash obviously is an issue. Flash might not be as big an issue for Android campaigns.

Second, avoid overly heavy creative and landing pages. When planning Mobile Marketing campaigns for smartphones, and particularly for media tablets like the iPad, agencies and marketers are likely to want to design creative and “landing pages” (that appear either within the app or within a separate browser environment) that take full advantage of the screen size and rich interactivity of these devices.
However, it’s vital to remain conscious of the fact that creative and landing pages will be
delivered over 3G networks which, while generally reasonably fast, are neither as fast nor as reliable as wired broadband connections. Lighter file sizes are therefore highly recommended to ensure an optimal user experience.

Third, don’t re purpose smartphone, or web creative, for in-app ads on tablets. While the devices are
superficially similar, and may even run the same operating system, simply re-using smartphone app creative (or bigger versions of the same creative) on tablet apps represents a huge missed opportunity.

There’s a good reason why, aside from apps ported directly from iPhone’s, the creative sizes this survey identified for iPads don’t correspond neatly to those on iPhone’s: the devices are very, very different from one another.

Similarly, just because a tablet app may support an “IAB Medium Rectangle,” that is not a reason to simply re-purpose Web creative. Doing so may cut costs in the short term, but it ignores the potentially rich experience an ad can deliver on these devices.

At present, the surest way to run a Mobile Marketing campaign across smartphone app platforms is to stick to the largest of the 6:1 Mobile Marketing Association mobile banner sizes, 300×50. A majority of the participants in this survey support 300x50s directly, and those that don’t generally have a size slightly larger where a 300×50 will fit okay with black or white bars around it.

However, the current iPhone screen is 320×480, and increasingly other smartphones on the market offer screens the same size or larger, so a 300×50 ad leaves potential space empty.

The second most common smartphone “banner” size, 320×50, addresses that, offering an extra 1,000 pixels relative to a 300×50, and taking up the full width of smartphone screens of iPhone dimensions (in portrait mode).

A couple of participants in the survey take the MMA standard 6:1 aspect ratio and apply that to a 320 pixel width to give an unofficial “XXL” MMA size of 320×53. This is the largest banner-type ad size observed in this survey.

320×480 is the most common full screen size across platform. In addition to the banner, the full
screen format is also fairly common across app platforms.

320×480, the pre-iPhone 4 iPhone and iPod screen dimensions, is the most common size specified across platforms.

All 14 of the respondents to the survey offered an iPhone or iPod Touch app, and so it comes as no surprise that this platform sees the broadest diversity of creative sizes supported currently.

As with the other smartphone platforms examined, banners ads on iPhones are most commonly either 300×50 or 320×50.

Larger ad sizes show great variability. Eight such ad sizes, ranging from 300×100 up to full-screen 320×480, were offered.

Formats offered for Android are very typical of those for smartphones generally. The IAB’s survey found three different “full screen” formats (and at least one respondent noted that sizes will vary further with device-specific screen resolution differences).

It also found six different banner resolutions, most of which were a constant 320 pixels wide with varying heights.

The diversity of Blackberry models underscores the potential issues marketers and agencies face as app platforms proliferate and fragment further. Already at least one publisher offers ad sizes unique to specific models, such as the 240×50, “for Pearl 81xx/82xx and Flip only.”

But model-specific creative formats will greatly increase marketer costs, likely deterring spending on in-app ads.

Local internet marketing University

- Andy

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