22 May SPARK THOUGHTS: 5 Key differentials for mobile creativity
Mobile as a digital consumption environment has introduced a newfangled variety of technologies, features and characteristics. Most of them are nonexistent on the desktop world, some have improved and others are simply different.
These developments have impacted different aspects of the digital advertising ecosystem: the purchase of media, targeting options, audience profiling, beacons that trigger notifications, new data layers, etc. But one of the most interesting, and at the same time, less explored items is how this new universe of resources and tools affect the creative part of advertising: the message.
From the point of view of creativity, everything comes down to two options: adapting and ad that was originally thought for another media or design a message that takes advantage and enhances the characteristics of the environment where it will be consumed. Sadly, most cases in mobile are those of the first scenario.
Why is this sad? Because we have a device that fits in our hands, that can be taken everywhere, most of them with a processing capacity comparable to the of any desktop computer, capable of reproducing any type of multimedia content on HD screens, equipped with sensors such as: GPS, accelerometer, camera, and an infinity of apps that connect us with the rest of the world and our beloved ones. Generally, we will see ads that are simply a reduced version of a desktop banner, or a video that is the same spot that the one we see on TV.
The technologies and the adoption from the consumers are already there, it is just a matter of taking advantage of them. Coming up next: some aspects that I consider essential when designing a mobile message.
Mobile is movement
Desktop implies that the user is at a certain place, whether he is at the office or at home. In mobile, the message must assume that the user is in constant movement.
Therefore, it has more sense proposing activities like uploading an image, ask the user to tell us what is he doing, download a coupon or sharing the location of a store.
This characteristic makes mobile one of the best environments for campaigns that want to connect the online with the offline worlds.
We carry our phones with us all the time: at our homes when we do some research, while we travel or even when we shop. Online offers that can be enjoyed at physical stores, promos at the offline world that allows us to acquire prizes on the Internet, are just some of the resources that we can apply.
Social is mobile
Almost bar none, in every social network, the gross of number activities and actions are made from a mobile device. It is the ideal environment to incorporate social or virals components on a creative: boosting a feed or proposing actions to share with friends. The possibilities are numerous.
Just stopping one minute to think about the use we give to social networks from our phones is enough. Even though these resources aren’t exclusive of a mobile display, on a desktop environment this seem strained and the interaction rates with these features are significantly smaller.
New ways of interaction
Mobile devices incorporate a new variety of entry methods, not only from their touch screens, but also from their sensors. Wisely using these features will make the experience much more attractive.
If we incorporate tactile gestures such as swipe, or drag & drop, we can modify the experience from the movement of the device so as to generate depth effects (parallax) or execute an action when shaking the phone.
Presenting the information according to these premises is really important. The user will not invest time to try to understand the experience neither to navigate it. Therefore, we must look after the size and shape of the elements, assuming that we are using our fingers, and respect the navigation standards and tactile gestures. This will improve the interaction.
Video on mobile
The most common mistakes when displaying a video on mobile are its length, quality and frequency.
Unlike TV, on a digital environment the user is capable of controlling the content: he can close or fast forward it. On mobile we must also bear in mind the quality of the connections (that usually are less reliable than on a desktop environment), and we also find a consuming habit that is oriented to the quick answer, proper of the movement.
A video that lasts too long provokes weariness on the user and therefore, it won’t probably complete its visualization. The key is to produce short versions or manage to catch the user’s attention on the first 5 seconds of its reproduction.
The reproduction must start almost instantly. This can be accomplished mainly with two technical resources: pre-loading the content, or managing different qualities according to the type of connectivity the user has.
Mobile is location
This is possibly one of the main differences with any other media. Knowing where the user is located is a resource that opens a range of variables that can add and boost a creative message.
This possibility, together with other layers of data such as maps, weather or the capacity of generating ads that change or adapt in real time according to these variables, allows that message to be dynamic and personalized to every user.