Check out this chart from Dynamic Logic showing the massive swings in effectiveness between the top and bottom performing mobile ads. Now, this shouldn’t be surprising. By definition, better performing ads should lead to increased awareness, favourability and intent.

From AdAge:

So what’s the difference between the two groups? Creative. The top performing ads had strong calls to action, and clear, persistent branding on the left side of ads. Compare that to the worst performers, which repurposed cropped online ads for mobile, exhibited the brand only through a product shot or cluttered ads with overwhelming text or logos.

The Dynamic Logic report these findings are drawn from also offered some other insights. 

• Advertisers and agencies should NOT simply adopt the same creative approach they use for their online campaigns to their mobile campaigns
• On average, mobile campaigns greatly outperform online campaigns against five standard branding metrics
• The location of a brand name or logo within a mobile ad can have a strong impact on advertising recall
• Clear and persistent branding is important for brand awareness
• Encouraging interactivity and engagement are advantageous for mobile campaigns.

Unfortunately, there is a shocking lack of attention to detail paid to mobile campaigns. Budgets are still small but the dollars and opportunities are often wasted by not having mobile-friendly creative or doing something bone-headed like sending clicks to desktop destinations. 

Great to see these findings validating the thoughtful and diligent application of common sense.