How to Create Attention Grabbing Clickable Ads That Simplify The Path To Purchase - MadWorld Dubai
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The document discusses how to create effective mobile advertisements. It recommends understanding the consumer's path to purchase, knowing your target mobile audience, defining clear campaign objectives, and leveraging mobile technologies and capabilities like location, video, sharing and apps to grab attention and simplify the purchase process. Case studies show how companies increased clicks, visits, calls and sales through mobile ads that provided value, entertainment and convenience to consumers. Analytics should then be used to optimize ads and continuously improve results.
How to Create Attention Grabbing Clickable Ads That Simplify The Path To Purchase - MadWorld Dubai
- 1. • Understand the Path to Purchase • Know Your Mobile Consumer • Define Your Campaign Objectives • Create Your Campaign (Case Studies) How to Create Attention- Grabbing, Clickable Ads That Simplify The Path To Purchase
- 2. Steve Jobs Proclaimed that “Most Mobile Advertising Really Sucks” during the launch of Apple’s “7th Tent Pole” iAds. In 2010…
- 3. People don’t like ads on their screens Put simply… He Was Right
- 4. “Mass communication is not the way to engage with a consumer on a mobile phone. You must know the consumer intimately and use the mobile phone to provide them with true utility and value. Give them what they need and help them stay on top of their lives. Then your brand will start to live up to the expectations they have of a lover.” How to Create Attention- Grabbing, Clickable Ads That Simplify The Path To Purchase Source: Microsoft Advertising/BBDO: “Meet the Screens” 10/28/11 Mobile is “The Lover”
- 5. Attention- Grabbing, Clickable Ads Deliver the right value at the right time
- 6. • Understanding the Path to Purchase • Understand Your Mobile Consumer • Define Your Campaign Objectives • Create Your Campaign (Case Studies) How to Create Attention- Grabbing, Clickable Ads That Simplify The Path To Purchase
- 7. Understand The Mobile Consumer Decision Journey 2. Consumers add or subtracts brands as they evaluate what they want. 1. Consumers consider initial set of brands based on perceptions + exposure to recent touch points. 3. Consumers select brand at moment of purchase. 4. After purchase, consumers build expectations based on experience to inform next decision journey. 1 2 3 4 Source: The consumer decision journey | McKinsey & Company
- 8. • Understand the Path to Purchase • Know Your Mobile Consumer • Define Your Campaign Objectives • Create Your Campaign (Case Studies) How to Create Attention- Grabbing, Clickable Ads That Simplify The Path To Purchase
- 9. Understand Your Consumer to Create Attention- Grabbing, Clickable Ads That Simplify The Path To Purchase
- 10. How to Create Attention- Grabbing, Clickable Ads That Simplify The Path To Purchase
- 11. How to Create Attention- Grabbing, Clickable Ads That Simplify The Path To Purchase
- 12. How to Create Attention- Grabbing, Clickable Ads That Simplify The Path To Purchase Source: Nielsen
- 13. • Understand the Path to Purchase • Know Your Mobile Consumer • Define Your Campaign Objectives • Create Your Campaign (Case Studies) How to Create Attention- Grabbing, Clickable Ads That Simplify The Path To Purchase
- 14. Generate Awareness (BR) Customer Acquisition Promote Content/Apps Why Do You Want to Create Attention- Grabbing, Clickable Ads That Simplify The Path To Purchase?
- 15. • Understand the Path to Purchase • Know Your Mobile Consumer • Define Your Campaign Objectives • Create Your Campaign (Case Studies) How to Create Attention- Grabbing, Clickable Ads That Simplify The Path To Purchase
- 16. How to Create Attention- Grabbing, Clickable Ads That Simplify The Path To Purchase
- 17. Add Value to Consumer Decision Journey 2. Provide informative search ads, mobile friendly website and useful apps that answer customer questions 1. Use rich media ad formats, videos and immersive brand experiences to increase brand awareness and engagement 3. Use search, location based ads and mobile functionality such as QR Codes to target your audience in the right place at the right time with the right offer. 4. Enable social functionality to allow your consumer to share positive brand experiences and be ready to respond to negative ones 1 2 3 4
- 18. Location Local Rewards Check-ins Directions Technology Camera Video/IVR Motion Touch Screen Sharing Capabilities Social Media (e.g. Facebook, Twitter) Networking (e.g. BBM) Leverage Technology to Create Attention- Grabbing, Clickable Ads That Simplify The Path To Purchase
- 19. Apple iAd How AXA Created Attention- Grabbing, Clickable Ads That Simplify The Path To Purchase
- 20. • Add convenience: Banking apps let people pay their bills online. • Offer unique value: Retail apps let commuters order groceries while waiting for their trains. • Provide social value. Apps on Facebook and other sites let users send gifts to friends. • Offer incentives. Apps that give away mobile minutes, or check-in rewards can entice customers. • Entertain. Capitalize on popularity of mobile gaming to build brand awareness and engagement. Use Apps to Build Awareness, Engagement & Loyalty
- 21. How TESCO Created Attention- Grabbing, Clickable Ads That Simplify The Path To Purchase
- 22. How to Create Attention- Grabbing, Clickable Ads That Simplify The Path To Purchase
- 23. Use Enhanced Campaign Extensions for Better Conversions: Offer Location Click to Call Adjust Your Messaging Based Device Location Time of Day According to Google’s Surojit Chatterjee, Group Product Manager of Global Mobile Search Ads, “When an advertiser uses click-to- call ads with call extensions and location extensions, we see an average CTR increase of 6-8%.”
- 24. Goals • Promote T-Mobile wireless phone plans • Drive online users to T-Mobile website and store locator • Drive mobile users to visit T-Mobile stores Approach • Google mobile ads with location extensions • Mobile-specific ad copy Results (1 month) • Drove 162,000 users to company website • Achieved 13% CTR from users clicking through to store website from location extension ads • Generated 20,000 phone calls to stores in one month Google Mobile Ads
- 25. Use Free Tools to Create Attention- Grabbing, Clickable Ads That Simplify The Path To Purchase
- 26. Goals • Drive awareness for Volvo • Increase favourability for S60 Approach • Partnered with Google and AdMob • Incorporated video with an opportunity to engage and interact Results • Measured a 240% increase in favourability • Most consumers engaged for one minute • Saw an 88% increase in purchase intent
- 27. Use Analytics To Improve Your Attention- Grabbing, Clickable Ads To Simplify The Path To Purchase Even Further
- 28. • Understand the Path to Purchase • Know Your Mobile Consumer • Define Your Campaign Objectives • Create Your Campaign How to Create Attention- Grabbing, Clickable Ads That Simplify The Path To Purchase
- 29. Questions? How to Create Attention- Grabbing, Clickable Ads That Simplify The Path To Purchase