While standard MMA banners may deliver higher click-thru-rates (CTRs) than online, they fail to deliver on the full promise of mobile advertising. This is why more brands are experimenting with ‘beyond the banner’ mobile advertising options and more and more vendors and agencies are innovating on engaging ad units.

When designing a rich media mobile advertising experience, you need to walk a very fine line between engaging the user and annoying them. After delivering some very compelling mobile advertising campaigns for major film studios, automotive manufacturers, and financial services companies, we have settled on some best practices that deliver results that please advertisers and publishers while creating a novel, enjoyable, and informative experience for the consumer.

Best Practices for Mobile Advertising – Full Screen Ads

Full screen ad units are a great solution for brands looking to extend existing campaigns into mobile in a way that makes a big impact. Agencies can take existing, pre-approved IAB standard 300x250 ad units and serve them as full screen home page takeovers or interstitials on smart phones. However, they can also be confusing to a user that hasn’t experienced this type of interaction on their mobile phone before. Some simple steps to take include:

1. Frequency Capping – the first time the ad appears it is interesting, the second, it is an annoyance. You need to frequency cap to limit impressions to no more than one to two a day per visitor.
2. ‘Layer’ the Ad – use a gradient or other creative technique to make sure the site is still visible beneath the ad, so the user doesn’t think they’ve arrived at the wrong destination.
3. Ability to Skip – offer the ability for a user to skip the ad. This is common practice online and intuitive to users if made visible.
4. Time Out – the ad unit could time out after approximately 7 to 10 seconds, so without taking any action the user is still directed to the content.

Using these best practices, we have been serving full screen home page takeovers and site interstitials that deliver upwards of 20 percent click through rates. Mobile advertising is real and it is working. Just ask us.