How to Craft Mobile Banners for Maximum ROI with AIDA principal.

1. More Bang for The Buck!
How to Craft Mobile Banners
for Maximum ROI

2. © 2014
“what is a mobile banner ?”

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Banner = Communication

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Only the medium has changed

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77 % of display ads “never seen”

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Just 1.7 secs of
“engagement window”

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Clutter = Communication chaos

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“So how to makes a good mobile banner?”

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A
Attract
Attention
Create
Interest
Invoke
Desire
Persuade
for Action
A I D

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A I D A
Attract
Attention
Create
Interest
Invoke
Desire
Persuade
For Action

11. © 2014
Attracting Attention
A striking color palette can
drive ad recall, but legibility
is paramount *
• Use at least one – but no more
than two – bright colors
• It can be difficult to read text
against a dark background;
however, white backgrounds may
blend into site content
• Make text instantly readable +
* A MOBILE MANIFESTO, Creative Leaders on the Art of Successful Mobile Brand Advertising,
Millward Brown
+ 99 Designs
Lorem Ipsum
dolor sit amet
Lorem Ipsum
dolor sit amet
Lorem Ipsum
dolor sit amet
Lorem Ipsum
dolor sit amet

12. © 2014
Attracting Attention
• Animation may be a great way to
attract attention but can be easily
overdone.
• A good banner ad has subtle
animations that do not irritate the
viewer.
• Animations that loop a thousand
times a minute can cause banner
blindness. Use tasteful animation
that loops at a medium pace and
then freezes on the most important
shot.
* A MOBILE MANIFESTO, Creative Leaders on the Art of Successful Mobile Brand Advertising,
Millward Brown
+ 99 Designs

13. © 2014
A I D A
Attract
Attention
Create
Interest
Invoke
Desire
Persuade
For Action

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Creating Interest
Short, focused messaging
plays well in mobile’s small
format *
• Use no more than two messages –
including the tagline
• Text should take up less than 50%
of the layout
• Use imagery well, and only when
you need it +
* A MOBILE MANIFESTO, Creative Leaders on the Art of Successful Mobile Brand Advertising,
Millward Brown
+ 99 Designs

15. © 2014
A I D A
Attract
Attention
Create
Interest
Invoke
Desire
Persuade
For Action

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Invoking Desire
Consumers respond to
mobile ads that give them
something back*
• Features tell, but benefits sell
* A MOBILE MANIFESTO, Creative Leaders on the Art of Successful Mobile Brand Advertising,
Millward Brown

17. © 2014
A I D A
Attract
Attention
Create
Interest
Invoke
Desire
Persuade
For Action

18. © 2014
Persuading for Action
Explicitly mention
call for action in the button~
• Buttons are known to increase
Click-through rate, or CTR*. Place
them after your copy, on the lower
right side, in (tastefully) contrasting
colors
• Bring a sense of visual urgency to
the text by using contrasting, bold
colors.+
* A MOBILE MANIFESTO, Creative Leaders on the Art of Successful Mobile Brand Advertising,
Millward Brown
~ Google Adwords + 99 Designs

19. © 2014
“Can you show me how it works?”

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Before

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Before
A
I
D
A

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After
A
I
D
A

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ROI
2.4 CTR ( 41% )1.7 CTR

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Before

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Before
A
I
D
A

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After
A
I
D
A

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ROI
0.58 CTR ( 56% )0.37 CTR

28. © 2014
“Thank You”