#5 Test in realistic settings

It may seem obvious – but to understand what works on mobile devices, it is essential to test ad creative on those technologies, in situations that replicate actual exposure. The dramatic performance differences between traditional screens and smaller, mobile ones show that setting is (almost) everything. Does your testing replicate the multitasking, highly fragmented world that smartphones inhabit? Can you get a clear sense of how your creative and messaging will come through in a mobile environment? There may be a great deal of money and effort riding on these questions – so getting the right answers is a must.

Takeaway

To be sure mobile is served by your campaign, take a mobile-centric approach to your research, as well.

As smartphones continue to claim a growing piece of the ad pie, brands and agencies need to treat this always/everywhere platform with high respect and concern. The effectiveness of campaigns will increasingly hinge on mobile performance, and making sure that creative anticipates this environment is essential.

How strong is your mobile ad game?

Jon Brand is Senior Vice President in Marketing Effectiveness at GfK.

This ebook previously appeared in Quirk’s magazine.