What makes a ‘Good' Mobile Ad?
Ask a hundred mobile marketers why a particular mobile ad works and another doesn't, and you're likely to get a hundred different opinions. Unfortunately, there's no right answer. But for audio-based ads running on our mobile advertising network, we've discovered there are some things you can do that make a huge difference in response rates. Here are just a few:
Embrace Thy Medium
Just because Apptera VoxSpotsTM can sound like radio spots doesn't mean they necessarily should. Apptera MobileAds aren't broadcasts...they're effectively unicasts, delivered right into the ear of a listener. Most of us don't talk like radio announcers when we call our friends, so it makes sense that the most successful ads use voices and vocal deliveries that sound personal...dare I say, intimate. The best-performing ads on our MobileAd Network have been those that sound and feel like one half of a conversation, rather than a monologue.
Help Them, Help You
Sure, the pleasure of hearing about your brand is worth something, but Apptera VoxSpots can give them oh, so much more. With our cleverly-named iVoxSpotsTM, you can deliver instant SMS response messages that include things like promo codes, coupons, or links to free stuff. In fact, one recent A/B test we did had response rates shoot up nearly 4X by offering a free mobilephone wallpaper.
Or how about a little reminder? Our BuzzzAlertsTM are SMS messages that can be scheduled for delivery at a time in the future. Our movie advertisers have gotten big results by sending alerts to callers who opt-in to be reminded when a film opens in theaters.
Give, and ye shall receive.
And Now a Word from our VUI...
Call her a Voice User Interface Designer...or just Margaret. Our favorite audio junkie can talk for hours on the science of structuring effective MobileAds. But rather than give you all her secrets at once, here's a pearl:
Turns out, there's a big difference between, "Press 1 now to get your free movie pass," and "To get your free movie pass, press 1 now." The reason comes down to our faulty memories. By putting the offer BEFORE the action, people are better able to remember what they're supposed to do and are more likely to do it.
So there you have it—A few tips to creating better mobile audio ads. As with every emerging advertising medium, we learn new and interesting things on a daily basis. And I hope to pass them along as often as I can, so stay tuned (I'm working on a post about the link between the gender of the voice and the response rates...some really interesting stuff there).
Write a comment