The companies who bother to optimise banner ads for mobile, usually do this by taking off some of the text and adapt the scale. But this is only technical responsivity and doesn’t maximize the full potential of mobile ads. I show you a few exciting examples where the features of a smartphone were creatively exploited.
While most of us find the banners covering our full screen on the mobile very disruptive, smart mobile ads help and entertain their audience, instead of being a pain. Brands can make use of the unique features of a smartphone, like touchscreen, GPS and in-built camera. And sometimes you don’t need anything complex, just some honest words.
Did you tap by mistake?
This campaign by IKEA didn’t even need a heavy budget. They simply honestly reacted to the fact that some of us (according to some surveys 60% of us) tap the banner by mistake as an attempt to close or remove it, which is really annoying. IKEA displayed this frustration on their upfront banners: “Oh, did you tap it by mistake? It happens.” Their click rate was three times as much as usual, altogether 400,000 people landed on their page. They had a message match there: “Where life happens.”
Closing the banner is dangerous
The tablet ad of Bradesco Seguros insurance company looks like a simple car ad until you swipe it to get rid of it. At this moment the car starts and crashes, and the message appears: “The worst things happen unexpectedly.” They used the power of surprise at a moment when people were about to leave their ad.
Virtual armchair in your flat – Augmented reality in mobile ad
The AR application of IKEA made it possible for users to see how the specific pieces of furniture would look like in their flat. Users could also get additional information on products in the legendary catalogue. The application was downloaded 6,2 million times which made it the most popular marketing application of all times.
What I really like about this campaign that it didn’t only focus on the new technology per se, but used it to create a really useful service for clients and prospects. Brands sometimes can be carried away by the abundance of solutions technology offers an tend to use these without a real purpose. In the IKEA campaign, however, the technology (AR) cleverly supports the urge from customers to see the products in their own home.
People do watch (long) video banners
The launch of Nissan Rouge was promoted by a video clip showing the car fighting with evil snowmen. The 1-minute video is an intriguing film in itself, but watchers could stop it at certain (pre-announced) hotspots to learn some interesting information (e.g. that the lowest temperature ever measured in Canada was -63 Celsius.) 73% of the people who started to watch the video finished it, and 93% of watchers gave some interaction! The golden oldie “Did you know it?” technique proved itself again.
Should Sara stay in or go out?
In the mobile video by Victoria Secret, users could choose if the model should stay in or go out. The idea is very simple and basically works with the choice between two videos on top of the first one. You can imagine how many people watched both versions, again and again 🙂