Mobile ads account for 70% of all digital advertising. Further to that – they will account for 34% of total US ad spend surpassing TV as the leading advertising format. Let’s break down nine factors that you should take into consideration before launching your mobile ad campaign.
It turns out, Eisenstein was 9 decades ahead of his time.
Photo Ad Format Design Specs
Image Ratio: 1:1 (square) / 4:5 (vertical)
Max Resolution: 1936 x 1936px
600 x 600 px (1:1 square)
600 x 750 px (4:5 vertical)
Good social and mobile ads have different pacing and cadence than broadcast ads. Great mobile ads pulse information, tell the story backward and work to counteract viewership decay. Short, fast, to-the-point, snackable content is the order for the day.
The best advertisers know success is an experimental, iterative process that takes discipline and creativity. Allow your ads to have a distinct voice and think about conversations more than messages. Have fun, test everything and play more!
Here’s a way to judge the mobile effectiveness of your ads: The first second should show the brand and introduce the concept. The first 5 seconds should deliver the main message. By 8 seconds, most viewers are gone. See why it’s a bad idea to run your :30 ad on social?
Today the relationship between media and creative is in a crisis. Good social media buyers need dozens and dozens of assets with multiple versions of each. The assets need to be social first and optimized for feed.
That basically means it needs to follow the “Abacus 1/5/8 Rule” meaning 1 second to stop their thumbs, 5 seconds to deliver the payload, and assume they’re gone by 8 seconds. They also need to be right format and quantities for feed; we didn’t make this up – it’s based on ALL social video consumption Facebook.
–Jeff Goldenberg, Co-Founder and CSO of Abacus
Social media is a game of seconds and it’s challenging to get a user’s attention. A good click-through-rate is 2%, meaning the rest are either viewing or scrolling by. Think of the first second as a short impression and don’t waste the branding opportunity.
Performance ads in 2019 need to drive a conversion, whether that’s a video view, an email address or a sale. When you can align your creative strategy, business objective, and attribution, you’ll be unstoppable.
You need to create ads that get the point across without sound. However, the more senses you are able to engage, the deeper the experience. Design for sound off but delight with sound on.