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Mobile Creative
Mobile Creative
Designing for the Small
Screen
Class 16
Mobile Creative
Three Creative Categories
• Type Ad
• Text only
• Sells product with words
• Standard Display Ad
• Images and basic interactivity
• Sells product with pictures
• Rich Media Display Ad
• Images, Video, and high interactivity
• Involves the audience with the ad
Mobile Creative
Type Ad
• Still prevalent, a large portion of
advertising dollars still spent on type ads
• The number of search ads (search engine
optimization) is greater than visual ads
• Examples include SMS, Search Ads,
Mobile Coupons
Mobile Creative
Type Ad Examples
Mobile Creative
Display Ad
• Common form of visual advertising.
Present on mobile websites, in apps
• Usually a portal to something else – an app, a
website, an order form
• Examples: in-app advertisements, banner
ads,
Mobile Creative
Display Ad Examples
Mobile Creative
Rich Media Ad
• Based on Flash or HTML5
• Possibilities for consumer engagement are
significantly higher than standard display ads
• Rich media ads can be implemented differently
on smart phones and tablets, adapting to the
different screen sizes for different capabilities
Mobile Creative
Rich Media Examples
http://www.youtube.com/watch?v=09OSCzb7Rm8
Mobile Creative
Tablet “Tabvertising”
• Tablet ownership is growing
significantly,1 in 5 adults owns a tablet or
eReader, and that number is growing fast.
• Tablets are still classified as a “lean
back” technology, whereas smart phones
are classified as “lean forward.” This is
becoming less and less true as tablets
begin to replace traditional computers.
• Tablets have different and more
expansive capabilities than smart phones,
but advertisers are still trying to figure out
how to use these.
Mobile Creative
Tablet Ad Examples
http://www.youtube.com/wat
ch?
feature=player_embedded&v
=T5sOhTzX5E0
Pepsi Max iPad Ad
Rich Media Ad that
uses every feature
of the tablet
Mobile Creative
The Future of Mobile Ads
• Flash is becoming obsolete, so companies
are using HTML5
• The capabilities are still being explored
• Rich Media, as a result, will continue to evolve
on tablets and smartphones
Smartie Awards 2014
Mobile Marketing
Association
http://www.mmaglobal.c
om/smarties/finalists/win
ners

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Mobile Advertising Creative_Michael Hanley

  • 1. Mobile Creative Mobile Creative Designing for the Small Screen Class 16
  • 2. Mobile Creative Three Creative Categories • Type Ad • Text only • Sells product with words • Standard Display Ad • Images and basic interactivity • Sells product with pictures • Rich Media Display Ad • Images, Video, and high interactivity • Involves the audience with the ad
  • 3. Mobile Creative Type Ad • Still prevalent, a large portion of advertising dollars still spent on type ads • The number of search ads (search engine optimization) is greater than visual ads • Examples include SMS, Search Ads, Mobile Coupons
  • 5. Mobile Creative Display Ad • Common form of visual advertising. Present on mobile websites, in apps • Usually a portal to something else – an app, a website, an order form • Examples: in-app advertisements, banner ads,
  • 7. Mobile Creative Rich Media Ad • Based on Flash or HTML5 • Possibilities for consumer engagement are significantly higher than standard display ads • Rich media ads can be implemented differently on smart phones and tablets, adapting to the different screen sizes for different capabilities
  • 8. Mobile Creative Rich Media Examples http://www.youtube.com/watch?v=09OSCzb7Rm8
  • 9. Mobile Creative Tablet “Tabvertising” • Tablet ownership is growing significantly,1 in 5 adults owns a tablet or eReader, and that number is growing fast. • Tablets are still classified as a “lean back” technology, whereas smart phones are classified as “lean forward.” This is becoming less and less true as tablets begin to replace traditional computers. • Tablets have different and more expansive capabilities than smart phones, but advertisers are still trying to figure out how to use these.
  • 10. Mobile Creative Tablet Ad Examples http://www.youtube.com/wat ch? feature=player_embedded&v =T5sOhTzX5E0 Pepsi Max iPad Ad Rich Media Ad that uses every feature of the tablet
  • 11. Mobile Creative The Future of Mobile Ads • Flash is becoming obsolete, so companies are using HTML5 • The capabilities are still being explored • Rich Media, as a result, will continue to evolve on tablets and smartphones Smartie Awards 2014 Mobile Marketing Association http://www.mmaglobal.c om/smarties/finalists/win ners