There's a revolution coming for mobile design.
As in any new medium, we, as a collective group, tend to enter a new body of water the same way - slowly, toes first. However, once we've acclimated to the temperature, we are faced with a choice. In our heads, it sounds something like: “For my next move, do I dive in the water with grace and nary a splash in a majestic arching half gainer…or CANNONBAAAALL!?!?” As mobile design gains in popularity and advertisers start moving more ad dollars to the mobile landscape, we're faced with a similar conundrum. I, for one, would like to go ahead and skip past the cannonball phase. While it may be fun to jump in with reckless abandon, knees tucked, eyes shut and screaming at the top of your lungs, I think we can all agree that - while fun for you - it tends to leave your audience annoyed and soaking wet.
So what does this mean for mobile design? The ads we design tend to fall into two general categories:
- Rich, interactive ads that try to give the user an experience to draw the user into the world of the brand.
- Simple static ads, banners or full screen interstitials that give you an image, some copy, and a link.
This same logic can be applied to the ubiquitous static ad. Whether designing a 320x50 pixel banner or a 320x480 pixel interstitial, take the same approach you would as if you were designing a billboard on a busy freeway. Sure, it "seems" like you have a lot of room to work with, but that viewing area is actually pretty small and you only have a fraction of a moment to get the user’s attention before he/she is zooming past and going on their way. A banner filled with copy or too much imagery is a lot easier to ignore than a clean, concise layout and message. Keep your creative aligned with your goals and you'll draw more finger taps than an 80s metal guitar solo!
Bottom line: Good design is good business.
More from Geoffrey Gill
Millennial Media is the leading mobile ad marketplace, making mobile simple for the world’s top brands, app developers, and mobile web publishers. The company's data and technology assets enable advertisers to connect with target audiences at scale, while driving monetization for publisher and developer partners. AOL acquired Millennial Media on October 23, 2015. Millennial Media boosts AOL's global, mobile capabilities and scale across ONE by AOL for advertisers and agencies, and offers the most attractive monetization platform for app developers.