- When coding for a mobile campaign, optimize your code for the limited bandwidth of the 3G network.
- Understand the difference between mobile web and in‐application ad executions and play to their strengths.
- Ensure that your call‐to‐action is strategically placed to attract the user’s attention and that it describes the experience the user can expect once action is taken (i.e. tap‐for‐video, tap‐for‐coupon, tap‐to‐expand and tap‐to‐learn‐more).
- Engage the user through the native features of the device, such as deep linking to the Apple App Store, iTunes or Google Maps as well as embedded video, embedded in‐app landing pages.
- Use streaming video for long‐form video and progressive for short‐form video to create the best user experience.
- Make sure your video features (auto-play, etc.) are optimized for the various devices itself.
- Make sure your ad leads to a site optimized for the device. Do not use a Flash landing page for an iDevice (for example).
- Leverage full‐screen video for the iPad for an optimal ad experience.
- Keep messaging and content tight and to the point. Remember that Mobile real estate is limited. Be direct when communicating your call‐to‐action.
- Realize that the iDevice market is 300% larger than Droid and 600% larger than RIMM – so keep that market place in the back of your mind.
- Interactivity is the key – being dynamic in the message – in the presentation and in the methodology – that’s the reason to GetABBY.
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