Wave 2 Blog

Mobile ad design and placement

Do publishers and agencies know the best designs and ad placement for HTML 5 mobile web ads? Probably not, but in such a fast paced environment, that’s not a criticism. It’s merely a reflection of the current mobile landscape.

Indeed, one of the main issues currently confronting publishers is their lack of HTML 5 expertise. At a time when publishers increasingly need to be ‘multi-skilled ninjas’ and have a basic understanding of HTML 5 right across their organisations, many don’t.

It’s not just publishers either, many advertising agencies are also hampered by their lack of understanding of HTML 5 – they are struggling as much as publishers.

The challenges are multi-fold:

Firstly, there are a number of ways to package up an HTML 5 ad because they are a combination of bits and not a single file. Depending on how you package it up, it may or may not work for the ad server being used. So firstly you have to understand what the options are for packaging up the HTML 5 ad and whether the ad server and ad network can cope with it. This is vital.

The second challenge is the design of the ad itself. A great performing ad on a PC doesn’t necessarily translate well to a small tablet or mobile device – typically it’ll be far too busy when squeezed down into a small screen, both in terms of content as well as any animation used. It certainly won’t encourage a click-through unless it is adapted for mobile.

Responsive ad design therefore needs to be considered very carefully. In fact, fully responsive HTML 5 ads lend themselves to ad templates. We’ve found a lot of success in this area because if you can produce a series of templated ads that adhere to rigorous best practice in terms of general layout and animation for a mobile device, you start to build ads that really perform.

Thirdly, how do you create the ads? Most ad studios are adept at Adobe’s InDesign, Flash etc but there is a whole suite of authoring tools that aren’t particularly simple and need a higher level of expertise to execute. An alternative is to use one of the online services that Google runs but you have far less control and you’re stuck with Google and its limitations on an ongoing basis. Advertising templates written in HTML 5, however, offer a middle way that is proven in terms of ROI, easily implemented and still allows great design.

If you’d like to learn more about our portfolio of automated mobile advertising solutions, including our recently launched AdPortal Mobile Web App which offers publishers a fully optimised self-service advertising solution for mobile, please get in touch with Tom Hodges on +44 (0)1296 642 880 or email thodges@wav2.com. He’d be delighted to tell you more….