what are the most important things to keep in mind when designing those responsive ads for mobile Aaron Orendorff: Oh . this is gonna sound so basic .
which is great right because it’s those simple
lessons that we have to return to over and over again . things like image cropping. But with responsive ads . because you’re trying to anticipate a variety of screen sizes . some of the best practices are: Avoid using text in your images .
unless that text is crazy large . unless
you’ve tested it out . so that you know when it’s shrunk as an image . it still is eminently readable . just avoid it. Product images: This is a great one. Product images are much more high-converting than abstract images. If you’re gonna go the sort of abstract-feeling way .
there’s some traditional things like . yes . use smiling people . happy people − get a little REM on you − and then especially pay attention to line of sight. You want that − wherever the person’s looking . whether it’s directly at them . or if their line of sight is point towards the call to action .
these are just small touches that
make a big difference. And then . with copy . you’re just focusing on exactly what the click is going to do . active language . language that uses the customer’s voice. “Let’s go .” “I’m in .” “Download now .” or my personal favorite .
which is just the . “I want to −” fill in the blank .
“I want to get access today .” “I want to start my membership today .” “I want to find out the Top benefits of blank. ” Dan Levy: You know . it’s funny. I feel like so many of these tips are important for ad and landing page optimization in general.
It’s just that . in mobile . the stakes are so much higher because people are so much more ready to bounce that it forces marketers to just focus on these things even more. Aaron Orendorff: Yeah . that’s a great way to think about it. It’s sort of a condensed . boiled-down experience because people are mobile-snacking and not mobile-reading.
Dan Levy: Right . right. I need to ask you about
this one. Can you explain what the actress Catherine Zeta-Jones taught the telecom company T-Mobile about mobile advertising Aaron Orendorff: Yeah. So this goes back to the whole . “Just show people the product. That’s what they wanna see. ” So T-Mobile launched this campaign when they had a new phone come out a few years ago with Catherine Zeta-Jones as the representative of the entire campaign .
and that’s who they featured in all their advertisements. And I love this quote. This is from User Interface Engineering. They’re the people that were actually behind it. And they explained it just like this: “One older shopper interested in buying a phone with easy-to-press large buttons became frustrated when she couldn’t discern the button size in any of the pictures.
When she spotted Catherine Zeta-Jones holding a phone she liked . she became exasperated. ‘She’s a very pretty woman .’ the shopper told us. ‘I just wish I could see the buttons.’” Yeah .
