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The Basics

The Basics. What you need to know before starting the creative process. Research your product/brand. Who is your target audience?. Brand/product style guide (if available). Does the product/brand have an existing marketing campaign? ( If so try to stay as close to it as possible.).

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The Basics

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  1. The Basics What you need to know before starting the creative process. Research your product/brand Who is your target audience? Brand/product style guide (if available). Does the product/brand have an existing marketing campaign?(If so try to stay as close to it as possible.) Develop a clear goal Is your client looking to build brand loyalty, brand recognition, or customer acquisition? Device target Feature phones vs. Smartphones vs. Tablets Your mobile canvases vary drastically, so knowing what devices you are designing for will help you to plan the best style / copy to strengthen your reach.

  2. The Standard Mobile Ads Dimensions Feature Phones 300x50 < 5Kb 216x36 < 3Kb 168x28 < 2Kb 120x20 < 1Kb iPhone/Smartphones 320x48 < 6Kb 300x50 < 5Kb

  3. The Standard Mobile Ads Dimensions Tablets/iPad 728x90 < 40Kb 468x60 < 40Kb 300x250 < 40Kb 160x600 < 40Kb

  4. The Fundamentals of A Mobile Ad Logo/Copy Product Representation Call-To-Action Logo/Copy If the name/logo of your product is self-explanatory, then no need for a tagline.(Remember space is limited for the mobile medium.) If you must have a tagline make it short, sweet & most importantly say what the product is or what it does. Keep product logo prominent = product recognition. Company logo – needed or not?Unless the company is a well known name, ex: EA, Samsung – then you can use the company name to add credibility to the product.

  5. The Fundamentals of A Mobile Ad Logo/Copy Product Representation Call-To-Action Product Representation An attention-grabbing graphic that features the product itself besides the logo (i.e. a well designed crisp looking graphic). Studies shown people pay more attention to a banner with a graphic. Never do an ad with just text (obviously there are exceptions – not many). Some thing like this might work if you are targeting a specific group: iPad users.

  6. The Fundamentals of A Mobile Ad Logo/Copy Product Representation Call-To-Action Call-To-Action Have an unambiguous and clear call-to-action. The main call-to-action should look like a button (although not always the case). Be concise with your button copy. Leave no doubts in the customer’s mind about what they should expect once they press the button:- Download Free- Play Now - Sign Up Today- Call Now*These are good CTAs b/c they carry a promise of “instant gratification”.

  7. Other key points to keep in mind… Clean, simple design communicates best. Keep your copy to no more than 10 words (some would say 7 words). Clear & to the point Call-To-Action (in form of a button) – important! Pay attention to who you are writing for, slight differences in how you communicate with English speaking countries outside of the States:- Favor vs. Favour- Grey vs. Gray - Organize vs. Organise

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