4 musts for your mobile campaign

We have reached a tipping point where many brands know why mobile should be integrated into the communications mix; the question is what is the most effective mobile advertising strategy to deliver your campaign objectives?

With Apple's iOS and Google's Android platforms reporting over 700k new devices being switched on daily, the sheer growth in consumer usage and available mobile media inventory, clearly defines the opportunity in this channel.

What is unclear is the best strategy in how to engage with the consumer on a brand level and effectively migrate a digital campaign onto mobile. With over 500k different apps in the app store today, generating standout and downloads for a branded app is becoming increasingly difficult. However, with the development in mobile technology, it is now possible to deliver an ad unit, which offers the 'app experience' but instead is served out across a multitude of targeted mobile apps and sites. This takes the message to the target audience, delivers reach, user engagement, ROI and traffic.

1. Shake it like a Polaroid picture

Mobile devices offer a wide variety of capabilities and technologies which the desktop cannot compete with. Touch, swipe, shake, tilt, are functions which appeal to our inquisitive nature and these aspects help drive consumer engagement and ad performance. Design the ad specifically for the device. This allows integration to the native functions of the device including 'add to calendar', camera, contacts etc.

Additionally, video is a key driver in mobile today and users are demanding more and more engaging video content. It is important to optimise video content for mobile to offer better streaming experience and less buffering, a hindrance to the user.

2. See small screen, think experience

We use the mobile internet when we're killing time, so it offers an outstanding opportunity for brands to market to a captive audience. However, brands need to consider how this is best done in the message. It is an easy mistake to recreate an online advert, causing information overload and a cluttered feel. If the graphics are overdone it will make it harder to understand the message. Simplicity is key to a better user experience.

Through using HTML5 techniques it is possible to layer content effectively for the small screen. Make creatives bright and catchy and offer an obvious call to action. Consider utilising the device features to improve the consumer experience such as click to call, store locator and click to video depending on the campaign objectives. Make sure all links are tested and the sites are optimised for mobile; a current mistake frequently made in the market.

3. It's not size that matters, it's performance

Mobile media offers innovative ways for brands to reach their audience. Targeting by demographics, gender and channel allow media planning and buying across leading mobile ad networks. Where the planning process gets interesting is the opportunity to target by device. We know that a high-end device user is somewhat different to a low-end device consumer. Imagine in online planning if you can target Macbook Pro users for a campaign in comparison to an Acer laptop. Also, bring hyper location into play and you have the grounds for a highly successful campaign, targeting ads to appear within parameters of certain shops, cinema complexes and sports arenas for example. It is also important to continuously optimise campaigns during flight to ensure ads are reaching the right audiences and delivering performance objectives.

4. Track them like a pig tracks truffles

As investment into mobile continues to grow, the significance of ROI and results is clear. New technologies have allowed the mobile channel to progress in this area to deliver deep analytics from impression tracking and engagement tracking, to quartile video views and in video link tracking. Make sure campaigns are set to track as much data as possible giving maximum insight, allowing campaign learnings and evaluation. Campaign KPI metrics such as effective cost per clicks (eCPC) and cost per completed video (CPCV) continue to outperform other traditional media channels.

Chris Gale is client services director at Odyssey Mobile Interaction