A furniture company wants to start using Campaign Manager 360 to start advertising across mobile platforms, focusing primarily on smartphones.Which scenario represents a consideration to bear in mind for advertising on a smartphone?
A creative for throw pillows is a dynamic animation and requires a strong Wi-Fi and broadband connection.
A creative for coffee tables is a long-length video ad directing users to their mobile design studio.
A creative for their sectional couch is mobile-optimized, directing to their mobile website.
A creative for all 8x10 rugs is extra large, animated, with very detailed flight specifications.
Explanation
Analysis of Correct Answer(s)
The scenario describing a mobile-optimized creative that directs to a mobile website is the most important consideration for advertising on a smartphone.
- Mobile-Optimized Creative: Ads designed for smartphones must be lightweight, fast-loading, and visually effective on a small screen. This ensures a positive user experience regardless of the device or network connection speed.
- Mobile Website Destination: The post-click experience is just as crucial as the ad itself. Directing users to a mobile-friendly landing page ensures a seamless journey, making it easy for them to navigate and convert. This approach aligns the entire user path with the mobile context.
Analysis of Incorrect Options
The other options represent poor practices for mobile advertising that would likely result in low performance:
- Long-length video ads: These are not ideal for mobile users who often have shorter attention spans and may be on metered data connections.
- Extra large, animated creatives: Large file sizes lead to slow load times on mobile networks, creating a negative user experience and causing users to scroll past the ad before it even renders.
- Creatives requiring strong Wi-Fi: This severely limits the campaign's reach, as a significant portion of the mobile audience uses cellular data. Ads should be designed to be accessible to all users, regardless of their connection type.