Three Inspiring Mobile Ads
Most mobile ads are uninspiring, if not illegible, off-brand and cluttered.
In June 2013, the Interactive Advertising Bureau, along with firefly and DynamicLogic created, “A Mobile Manifesto: Creative Leaders on the Art of Successful Mobile Brand Advertising,” which includes the following best practices for mobile creative:
With those tips in mind, let’s look at three inspiring mobile ads:
The Bloomingdale’s ad displayed two slides of content (one shown in the first image below) before inviting the user to “tap to expand.” Once the user engaged with the ad, they were given two options “SHOP NOW” or “FIND A STORE.” Both selections led the visitor to a mobile-optimized page. It’s also important to note that the advertisement presents clear and persistent brand messaging throughout the journey and never sacrifices the Bloomingdale’s logo or the Estée Lauder product image despite the small real estate the ad works on.
An action-driven, bright ad leads consumers through the process of getting a car insurance quote through GEICO or calling for information (to avoid abandonment). The GEICO ad is a true case study in usability and mobile’s opportunities (e.g. tap to call). Additionally, the final page of the advertisement (a contact form) is very mobile friendly, as the user doesn’t have to pinch, expand or scroll to answer the questions. Furthermore, this previously entered zip code was pre-populated into the lead-gen form.
What did Baja Mexico look like in 1972? Well, if you watch Pacifico’s digital ad creatives, it looked pretty fun (not to mention tasty). In the marketing campaign, Pacifico (a pilsner-style Mexican beer) looks at a group of surfers who discover Pacifico beer in their pursuit of waves. The ad, which views as a projector-style video, concludes with “Pacifico Beer. Discovered in Baja, Imported by surfers.” Clearly not a typical banner ad, Pacifico went out on a limb (err wave) and created an interesting ad spot that drives ad recall and always includes a Learn More option throughout the branded content.