Dollars have followed eyeballs throughout U.S. history and that's exactly what's happening right now on mobile. I setup mobile ad strategies at WebMD and so I track mobile ads very closely. From what I see, the quality of mobile ads have steadily improved over the last year as marketers learn 'how' to engage mobile visitors on a small screen.
Werther's Original is a perfect example of a brand that gets mobile. In their ad that I diagrammed above, Werther's is showing how simplicity, social, and value can come together on mobile.
- The lead value proposition is positive - "Caramel Satisfaction", the sub line speaks towards health (0% Sugar) as a secondary benefit. If Werther's were to reverse those statements and lead with health over enjoyment, that would conflict with the whole reason for eating candy! Smart positioning.
- A mobile visitor will recognize this Call-To-Action immediately, the instantly recognizable Facebook "Like Us." As important, Werther's is asking visitors to do what they're already doing - using their smartphone socially to like and share products. Lastly because "Liking" is common mobile behavior, visitors are assured pre-tap that the action of 'liking' will be simple and frictionless. Mobile customers are weary of tapping ads that lead to tasks that are non-optimized for mobile.
Brian Stanga
