4 key ingredients to a successful mobile ad campaign

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Online advertising can be challenging enough for any startup or small business. Now that mobile penetration is gaining momentum around the world, mobile advertising is now a hot trend that won’t fade away anytime soon.

But how can your mobile ad campaign reach your customers in a seamless engaging way?

Mobile Marketer’s list of “the Top 10 mobile advertising campaigns of 2013” not only features the top 10 ad campaigns but also highlights the companies that helped to make them successful. Examples include Campbell Soup Co. working with Catalina Marketing, Hershey’s Scharffen Berger working with mobile application Locket, and JetBlue and mediahub/Mullen partnering with Mobile Theory on new voice-activated ads.

Mobile Theory, a premium mobile ad network in the U.S., is part of the Opera Mediaworks company.

When asked what companies can do to set up a successful mobile advertising campaign, Deepankar Katyal, Director, Demand Advertising Solutions at Opera Mediaworks, responded with a recipe for success and the list of ingredients.

“Mobile marketing is very complex,” said Katyal, “but in the interest of simplicity, we’ve boiled down the makings of a successful mobile media campaign into a few key ingredients.”

According to Katyal, the ingredients are:

  1. Strategic– Mobile media can help move the needle for just about any business, but it is important to ensure you focus your mobile campaign on a specific objective or role. Whether it is building mass awareness, amplifying traditional media, increasing consideration or driving sales, make sure to focus your media campaign on one key goal and build strategies to hit that mark. Trying to do too much will work against you.
  2. Targeted– The mobile device offers a wealth of targeting opportunities, arguably more than any other media channel, including: demographic, contextual, day parting, carrier/WiFi, phone make/model, data/behavioral and, most importantly, location. A successful mobile campaign will use any and all targeting available to hone-in on the exact target audience.
  3. Personalized– Your smartphone is the most intimate device you own. The best mobile campaigns provide personalized experiences to consumers by trying to understand the exact context to tailor the message and experience for that exact user and moment in time. For example, you can use a user’s location to tell them about a sale near by or subtly change the creative to match the current weather conditions. Whether explicit or implicitly, personalizing your messaging will make an important difference to the consumer.
  4. Mobile-first– Last, but not least – creative. The creative you use across your mobile media plan is crucial to success. It is paramount to develop creative specifically for mobile, opposed to editing or re-using digital creative intended for a PC. Start from scratch at your messaging foundational strategy and try to build effective creative with only the mobile phone in mind. Ensure your art works well on the small screen, use shorter videos and animations, and try to tap into mobile-friendly form factors like maps or swipe-able photo galleries. Responsive design is key. Mobile creative can be very fun and successful if you focus your efforts and don’t take any short cuts.

Flickr photo via John Larrson

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Kay Mathews

Kay Mathews

Kay Mathews is the owner/writer/photographer at Mathews Professional Writing Services (MPWS), which she established in 2008. She works for various clients, including businesses, nonprofits and individuals, producing and editing web content and providing research reports and analyses. Since 2009, Kay has been a freelance writer for Digital Journal. Find her on Twitter @KayMathewsMPWS.
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