Three tips for creative mobile advertising campaigns

Creative mobile advertising: The user moves through the advertising medium by tilting his smartphone and thus discovers the little trolls and the O2 guru in action. (Image: Undertone)Brands are still far from exploiting the interactive potential offered by native smartphone functions for mobile advertising, says the agency Undertone. Advertising media that use typical smartphone functions achieve click rates up to fifty times higher than mobile expandable banners. The native functions not only increase user interaction, but also create a close connection to the advertised brand in a playful and emotional way. Undertone presents three features that companies can use for creative mobile advertising.1. immerse yourself in 360-degree worlds with rotation and tilting.The gyroscope sensor in smartphones detects changes in movement such as tilting and turning, and whether the smartphone is held vertically or horizontally. Brands can use this functionality particularly well for 360-degree brand experiences. Consumers can virtually explore products or entire worlds by tilting and rotating their smartphones. In the process, users decide for themselves what they want to see and in what order. This not only increases engagement, but also the user's emotional involvement, as analyses with emotion tracking show.2. shake function provides surprise effectsThe accelerometer can track faster movements such as shaking the smartphone. Brands can ask the user to shake the smartphone in their ad to get added value for the interaction, such as an incentive, a promotion code, or surprising content in the form of messages, videos, or images. The shake function in a creative has a particularly lasting effect if it is designed in such a way that it is also close to the product in terms of content. Undertone, for example, used a mobile Campaign for the tenth season of The X-Files in the USA. In addition to the trailers, the creative included a Magic 8 Ball, which X-Files fans could use to answer questions. To activate the ball, users shook their smartphones.

The shake function is particularly effective. Implemented for the tenth season of the X-Files series. (Image: Undertone)3. create your own brand experience on the touchscreen The touchscreen of smartphones creates new interaction possibilities in mobile advertising. Thanks to multi-touch sensors, consumers can virtually create their own brand experience in the advertising medium. Users are encouraged to produce content on the screen themselves, for example to draw something. This opens up an even higher level of engagement with the brand and has a great entertainment factor.