7 ways to craft a compelling mobile campaign
by Garett Farrell

Humans are constantly evolving and adapting to their environment. If you want to observe this in action today, just look at your mum or dad (or grandparent depending on your age) pressing a doorbell, they likely do it with their index finger, whilst Millennials and Gen Zer’s press a doorbell with their thumb. This change can be attributed to mobile phone usage (and gaming to some extent too). Mobile phone usage is so ubiquitous it’s even changing how we evolve – something Darwin probably didn’t even conceive of when observing tortoises!
By 2025, it’s predicted that 95% of the UK (or around 65 million people) will own a smartphone. Mobile already accounts for nearly 60% of online adspend (IAB, 2023) and stands apart from other forms of online advertising due to its unique characteristics and user behaviour.
Since the advent of mobile devices, it’s been clear that mobile advertising requires a distinct approach to fully harness its potential and connect with users effectively. Here’s 7 ways to ensure that your mobile campaigns achieve the best possible results…
1. On-the-go audience

Unlike traditional desktop users, mobile users are often on the move. They access content while commuting, waiting, or during leisure moments. This behaviour creates a need for concise and impactful advertising that captures attention swiftly.
2. Interactivity

Mobile devices offer touchpoints that desktops cannot replicate. Interactivity through gestures, taps, and swipes enhances user engagement. Advertisers can tap into formats that create immersive experiences in ad units and on social media networks like Snapchat. Story formats on Instagram and Facebook require the user to interact with the ad.
3. Embrace social media platforms

Social media and mobile devices are tightly intertwined. Establish a strong presence on platforms frequented by your target audience to ensure strong organic reach. Boost content campaigns with paid media spend to increase reach.
4. Location-based targeting

One of the standout features of mobile devices is GPS capability. Advertisers can leverage this to deliver location-specific content, such as offers available at nearby stores. Location-based targeting ensures relevance and increases the likelihood of conversion. It also reduces wastage.
5. Optimising the mobile experience

Mobile users demand speed and convenience. Ensure that your website and landing pages are optimised for mobile devices. Quick loading times and easy navigation are imperative for retaining user interest. One second too long and you could lose the user.
6. Utilise video content

Video content has gained significant traction in mobile advertising thanks to TikTok. Short, engaging videos can convey your message effectively and leave a lasting impression. According to internal TikTok data, the perfect length of video is between 21-34 seconds.
7. Personalisation is key

Mobile devices offer stacks of personalisation opportunities based on user data. Use this to your advantage by delivering customised content, recommendations and offers that align with user preferences.
Mobile advertising has emerged as a powerful and unique way to connect with audiences on the move. Its distinct characteristics, coupled with user behaviours, demand strategies that captivate and engage. By comprehending the nuances of mobile advertising and implementing targeted approaches, you can unlock the potential for successful campaigns that leave a lasting impact. To learn more about mobile best practice, contact our specialist team today.

September 20, 2023

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