Last year, eMarketer predicted that U.S. adults would “spend an average of 3 hours, 35 minutes per day on mobile devices in 2018, an annual increase of more than 11 minutes.” The publication also predicted that by this year, mobile would “surpass TV as the medium attracting the most minutes in the U.S.”
It appears that engagement with mobile advertising is increasing too. In my company’s analysis of our platform’s advertising engagement data for 2018, we found that mobile click-through rates (CTRs) are consistently surpassing desktop CTRs.
I’ve spent more than 25 years leading companies and building content and advertising platforms in the digital realm, and in my view, never has it been more critical than now to build content and ads specifically for mobile devices. Despite the growth of mobile content consumption, much of the content and ads we’re seeing on mobile still don’t take advantage of what’s unique about the medium, so engagement and effectiveness for many brands aren’t what they could be. It may be time to go all-in on mobile.
If you create content and intend on getting it in front of a mobile audience that will engage with it, you may need to optimize for mobile consumption to get the best results. If you’re a brand or create advertising for one, think like a content creator, not an advertiser. Think about how to create and present content that can actually engage consumers on a mobile device. Making content and ads work for consumers in a mobile environment is different than on other platforms. Aside from the obvious (tiny screen, always on), there are a host of factors that are too often are ignored when creating content for mobile.
Here are four things for content creators to consider when making content and ads that effectively engage consumers on mobile:
1. How You Make Your Video Matters
Video can work well on mobile, but there are some caveats: Just because a mobile device has a capability doesn’t mean a user can access it at all times. Sound is the primary example. Sometimes sound is turned off — when watching at work or browsing in public spaces — or the content is being consumed in a setting where it can’t be heard. This means that dialogue can be challenging. Utilize subtitles, but more importantly, be visual. Try to tell your story and get your message across quickly. Use charts and graphs when appropriate, and make the visuals work harder. It’s never been truer that a picture is worth a thousand words.
Also, consider format, and adjust your video content accordingly. For native video, which matches the form and function of the site it’s on, options often include click-to-play, outstream and autoplay. A user that chooses to click on a video is interested and often eager to watch a longer video. For an autoplay video, start with a hook to grab their attention. Make them want to watch. For outstream video, take advantage of the expandable, vertical format that reflects the aspect ratio of a mobile screen.
2. Content Is Often Consumed As Part Of A Feed
Many mobile apps offer frequently updated content in a news feed format. In addition to the major social media networks (which all shifted to this format long ago), many websites on the open web — large and small — are now designed this way. Many of them offer ad slots within their feeds, so you can run ads there. Native ads, which, like native video, fit the form and function of the site they’re on, can appear within the feed in those slots. Just make sure your native ad doesn’t look like an ad. At my company, we like to think of native ads as a content preview — a quick summary of the content that’s at the other end of the click. For example, a piece of content titled “Five Easy Weekday Dinners To Try Tonight” accompanied by a delicious-looking food image can pique curiosity and is usually much more appealing to click on than a banner ad flashing at the top of the page.
3. Location Matters
The fact that mobile devices can be used anywhere is a big benefit. If a consumer has their phone’s location services turned on, and they’ve given permission, apps and web browsers can track their location, and that location can be used to more effectively target the content when it’s a key element of the context of the message. When appropriate, take advantage of location targeting by using technologies like dynamic creative optimization (DCO) offered by some digital ad-buying platforms (such as the one my company created). DCO adjusts content in real time based on factors like location and season, which can help you make the most of your content placements.
When looking for a vendor that offers DCO, ensure that the vendor you decide to engage has the capabilities to effectively execute your specific creative and audience strategy. It’s important to work down from your overall strategy so you can find the right set of solutions.
4. Integration With Apps Can Be Important
According to eMarketer, “Apps account for over 90% of internet time on smartphones,” so taking advantage of the app experience can be crucial to success with mobile content. Many apps now have placement opportunities for native content previews, but make sure the content is appropriate for the app in order to get the best results.
For example, create content that appears in game apps with that environment in mind, and ensure that it appears only at the end of a round. Consider offering content that gives advice or recommends similar games. Content that appears in a news app could suggest articles that are in a similar category as the one on the page.
The bottom line is this: Content that’s optimized for mobile can effectively engage consumers. Create content that’s interesting, consumable and in contextually relevant placements for the mobile user, and then watch your engagement soar.