Last week, AdAge released a very interesting article on how marketers are getting readers to interact with their magazine tablet ads. The article cites that Starch digital conducted an online survey where they discovered that almost 73 percent of magazine tablet ads incited interaction from readers. Half of readers then interacted with those ads in some way.
Among the 13,000 ads used in the survey, results showed that auto-related ads incited the most interaction. AdAge provides a great example from Avis Rent-A-Car found in The Economist. This ad prompted readers to shake their tablets in order to reveal more about what the ad was about.
Though auto-related ads received the most reader interaction, many other ads produced high interaction rates by provoking readers to expand ads by touching/clicking them, through the use of a video/commercial within their ad, and more. You can view the entire slideshow here.
With marketers beginning to capitalize on tablets and other mobile devices, it’s important to ensure you have the best mobile strategy for your brand. Peri Kadaster from CoffeeTable, a top-rated free catalogue app, mentioned to us that she has seen high quality conversions from animated/video ads, as viewers pay more attention to the content. The VP of Marketing also stressed the importance of quality conversion vs. quantity conversions:
“…Marketers need to note that oftentimes this form of advertising is quite expensive - costing multiples higher in cost-per-click and cost-per-install rates - so advertisers must be vigilant in monitoring and assessing the quality of customers they acquire through these ad channels, to ensure the lifetime value, and thus ROI, are worth the cost.”
To illustrate this point, Kadaster provided an example stating that some animated ads may attract low-quality users because the ads incentivize, or force views. This is in contrast to ads that are “organically” viewed, where users opt-in to the experience and are often higher-quality converters.
CoffeeTable sees many mobile advertising trends on a daily basis. Based on these trends, here are some tips on how advertisers can receive quality conversions:
Optimize your ads for mobile devices
Kadaster mentioned CoffeeTable sees a measurable difference in user engagement on mobile-optimized vs. non-mobile-optimized web experiences. CoffeeTable aggregates 200+ digital catalogs, and has observes demonstrable improvements in dwell time and conversion rate for retailers with mobile optimized websites. If advertisers are interested in quality conversions rather than high quantity ones, it’s vital for them to ensure their online displays are optimized not just for desktop, but for mobile as well. No one can get away with quality conversions from mobile by simply running the same ad they run on desktop . These ads must adhere to the screen dimensions, the usability of the device, and more.
Clear Calls to Action
When it comes to advertising on mobile devices, it’s extremely important to ensure ads have clear calls to action. Consider the Avis ad mentioned earlier. Mobile devices provide advertisers with many options for calls to action: shake, expand, contract, swipe, and flip. Because users are able to apply so many actions on their tablets, make sure your call to action clearly states what you’d like the reader to do. Otherwise, they will skip your ad.
Adapt to Your Demographic
Kadaster notes that even though a copy-heavy ad, such as Breitling’s, received high engagement, it doesn’t mean that your brand should follow suit. Remember to keep in mind who your target demographics are and present interactive ads that will appeal to their liking – rather than instructional copy, it may mean bright bold visuals.
The mobile space is always changing. To come up with new and better ways to enhance the user’s experience, be sure to stay updated with the latest news on how you can best optimize your ads for mobile devices and bring in the conversions that count.
To learn more about how SearchForce can help you manage mobile, visit www.SearchForce.com or call (650) 235-8777. To learn more about publishing on CoffeeTable, visit www.CoffeeTable.com or email them at hello@coffeetable.com
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