By Jon Jackson
Mobile Posse - July 10, 2009

Mobile Web. SMS. In Application. Mobile Video. Mobile Search. Active Idle. Marketers have more ways than ever before to reach consumers on the mobile device. Yet, with more options available come more questions from advertisers who want to avoid missteps and make their mobile advertising campaigns successful from the start:

“Where do I begin with mobile marketing?”
“What about my existing advertising plans?”
“How do I do this, exactly?”

Each marketing medium has its own set of rules – no two are alike. Marketers can improve their chances of success by taking the time to learn the best practices associated with each. While there’s no substitute for first-hand experience, following are a few tips and tricks from the pros at Mobile Posse to help make your next idle screen mobile advertising campaign really shine.

1. Be Creative – Creative for the small screen doesn’t need to be boring. Give them something to remember with an eye-catching advertisement. Full-color, multi-screen creative helps to capture the user’s attention and ensure a great response. You’ve invested tremendous resources in your brand, so be sure that your mobile creative showcases it in the best light.

2. Make a Point – Mobile phone displays are still pretty small, and half of the US population has less-than-perfect vision. Virtually everyone owns a mobile phone in the US, so make sure that your message works whether your audience is 17 or 70. Pithy, to-the-point copy keeps your message large and legible on any device. One more benefit: concise copy makes your message that much easier to remember!

3. Bring Value – The mobile phone is a personal device, so personalize your offer and target, target, target! Deliver one ad to women, another to men. Serve one offer at noon on Tuesdays, and a second at 3PM on Saturdays. Send one message to users in Los Angeles, and another to New Yorkers. Targeting keeps your offer relevant to the recipient, and helps to optimize user response. The idle screen brings you an engaged audience; make the most of it with an offer that’s the perfect fit.

4. Interact – Mobile is an interactive medium, so take that opportunity to build a relationship with your customers. Ask a question, deliver a poll, or promote a contest. You’ll find that consumer response to interactive messages often exceeds that for traditional standalone ads. Consumers love to give their opinions, so get your message across by giving them a reason to respond. You may even learn a few things about your customers in the process!

5. Take Action – Now that you’ve got their attention, don’t miss your chance to seal the deal. The call to action is an essential element of any mobile idle screen campaign. Encourage users to take immediate action on your advertising message with a phone call, mobile web visit, or SMS. The easier that you make it for mobile consumers to take advantage of your offer, the more likely they are to do so.

6. Keep it Fresh – After a few weeks of great initial response, you don’t want to run the risk of compromising that great engagement. The prominence of the mobile idle screen warrants keeping the experience fresh. Get your money’s worth by mixing it up with refreshed creative, a new offer, or revised messaging. Small changes, released every few weeks, will keep your campaign working for you.

7. Be Complementary – Consumers still interact with TV, radio, web, outdoor, and more – don’t be afraid to extend your traditional advertising campaigns to the mobile device. If you already have a mobile web site or SMS promotion in the works, that’s great too. Make the most of your current campaign by adding a mobile idle screen component to your plans. Mobile really is at its best when used as just one element of a comprehensive multi-media advertising strategy.