Part of the Mobile Communications Resource Center, this is one of several presentations created by Michael Hanley for Ball State University's College of Communication, Information and Media. All rights are reserved.

1. Mobile Creative
Mobile Creative
Designing for the Small
Screen
Class 16

2. Mobile Creative
Three Creative Categories
• Type Ad
• Text only
• Sells product with words
• Standard Display Ad
• Images and basic interactivity
• Sells product with pictures
• Rich Media Display Ad
• Images, Video, and high interactivity
• Involves the audience with the ad

3. Mobile Creative
Type Ad
• Still prevalent, a large portion of
advertising dollars still spent on type ads
• The number of search ads (search engine
optimization) is greater than visual ads
• Examples include SMS, Search Ads,
Mobile Coupons

4. Mobile Creative
Type Ad Examples

5. Mobile Creative
Display Ad
• Common form of visual advertising.
Present on mobile websites, in apps
• Usually a portal to something else – an app, a
website, an order form
• Examples: in-app advertisements, banner
ads,

6. Mobile Creative
Display Ad Examples

7. Mobile Creative
Rich Media Ad
• Based on Flash or HTML5
• Possibilities for consumer engagement are
significantly higher than standard display ads
• Rich media ads can be implemented differently
on smart phones and tablets, adapting to the
different screen sizes for different capabilities

8. Mobile Creative
Rich Media Examples
http://www.youtube.com/watch?v=09OSCzb7Rm8

9. Mobile Creative
Tablet “Tabvertising”
• Tablet ownership is growing
significantly,1 in 5 adults owns a tablet or
eReader, and that number is growing fast.
• Tablets are still classified as a “lean
back” technology, whereas smart phones
are classified as “lean forward.” This is
becoming less and less true as tablets
begin to replace traditional computers.
• Tablets have different and more
expansive capabilities than smart phones,
but advertisers are still trying to figure out
how to use these.

10. Mobile Creative
Tablet Ad Examples
http://www.youtube.com/wat
ch?
feature=player_embedded&v
=T5sOhTzX5E0
Pepsi Max iPad Ad
Rich Media Ad that
uses every feature
of the tablet

11. Mobile Creative
The Future of Mobile Ads
• Flash is becoming obsolete, so companies
are using HTML5
• The capabilities are still being explored
• Rich Media, as a result, will continue to evolve
on tablets and smartphones
Smartie Awards 2014
Mobile Marketing
Association
http://www.mmaglobal.c
om/smarties/finalists/win
ners