There are many unique features of mobile devices that will enable you to get creative with your ads. For example, you can use GPS to identify the user's location instead of asking them to type it in. You can also develop ads that leverage the gyroscope, the accelerometer or the camera.
For example, a recent BMW iAd allows users to explore some of the X3's 70 million unique configurations. Colors and wheels can be changed, as well as the vehicle’s angle. iPhone and iPod Touch users can even go inside and choose interior options, including a variety of trims and leathers.
Tap on each of the X3’s "hotspots" to see model highlights such as its elegant interior design and product highlights such as the 8-speed automatic transmission. You can then locate a dealer to discuss the build that you started from your iPhone or iPod touch.
3. Be Smart About Load Times
Of course, in adding complexity to your ads, keep in mind the technical limitations of the networks your users will be operating on. The world's most elegant graphic or snappy capability won't make much of an impression if it takes 45 seconds to download. Make sure that the time between clicking the banner and the first user interaction is less than five seconds. A good rule of thumb is to assume a download rate of about 100kB per second over cellular networks.
There are some tricks for reducing load times. For example, if you're working with HTML, you can use two-dimensional sprites and jpeg masks. Also, try on-demand preloading of just the content that is needed, such as pre-loading just the options that the user selects.
4. Provide a Strong Call-To-Action
JCPenney used this approach to boost holiday shopping by distributing mobile coupons via a campaign on the iAd network. The iAd also let consumers distribute gift lists via SMS, find a store and make a purchase on the company's mobile site.
In some cases, offering information may be just as compelling. Think about ways to tap the power of the mobile platform to help users find deals on products, store locations, recipes or how-to videos.
Whatever the offer, don't forget to make the call-to-action buttons large and the hit areas larger to reduce false taps. If there are one or more calls-to-action on the screen, use the whole screen if possible.
5. Test and Optimize Your Ads
We're still in the early days, but the results look extremely promising. For example, a recent Nielsen study (funded by Apple) showed that viewers of a Campbell's iAd featuring new products, recipes and coupons remembered the brand "Campbell's" five times more often than TV ad respondents. Out of 53 million impressions, 1% of users that saw the ad clicked through and spent an average of nearly one minute perusing it. That number may seem small, but this is one market to keep an eye on.
