{"id":26916,"date":"2021-10-13T07:35:41","date_gmt":"2021-10-13T07:35:41","guid":{"rendered":"https:\/\/thedotsociety.be\/2023\/\/2021\/10\/13\/how-to-make-an-impact-with-direct-response-creatives-for-mobile\/"},"modified":"2024-01-30T13:30:44","modified_gmt":"2024-01-30T13:30:44","slug":"how-to-make-an-impact-with-direct-response-creatives-for-mobile","status":"publish","type":"post","link":"https:\/\/thedotsociety.be\/en\/how-to-make-an-impact-with-direct-response-creatives-for-mobile\/","title":{"rendered":"How to make an impact with Direct Response creatives for mobile."},"content":{"rendered":"<div id='av_section_1'  class='avia-section av-jtwvlqm2-3a7d2b78bb86f25086aef43f937e556d main_color avia-section-small avia-no-border-styling  avia-builder-el-0  avia-builder-el-no-sibling  avia-bg-style-scroll  av-minimum-height av-minimum-height-100  container_wrap fullsize'   data-av_minimum_height_pc='100'><div class='container av-section-cont-open' ><main  role=\"main\" itemprop=\"mainContentOfPage\"  class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-26916'><div class='entry-content-wrapper clearfix'>\n<div class='flex_column_table av-etxyk9-35f8c561d79547a7f7cd37d743325858 sc-av_one_fourth av-equal-height-column-flextable'>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-etxyk9-35f8c561d79547a7f7cd37d743325858\">\n.flex_column.av-etxyk9-35f8c561d79547a7f7cd37d743325858{\nborder-radius:0px 0px 0px 0px;\n-webkit-border-radius:0px 0px 0px 0px;\n-moz-border-radius:0px 0px 0px 0px;\n}\n<\/style>\n<div class='flex_column av-etxyk9-35f8c561d79547a7f7cd37d743325858 av_one_fourth  avia-builder-el-1  el_before_av_three_fifth  avia-builder-el-first  beneden first flex_column_table_cell av-equal-height-column av-align-bottom av-zero-column-padding '   ><\/div><div class='av-flex-placeholder'><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-3d2t061-4492d517ecf1866d3d172f15dfacb683\">\n.flex_column.av-3d2t061-4492d517ecf1866d3d172f15dfacb683{\nborder-radius:0px 0px 0px 0px;\n-webkit-border-radius:0px 0px 0px 0px;\n-moz-border-radius:0px 0px 0px 0px;\n}\n<\/style>\n<div class='flex_column av-3d2t061-4492d517ecf1866d3d172f15dfacb683 av_three_fifth  avia-builder-el-2  el_after_av_one_fourth  el_before_av_hr  flex_column_table_cell av-equal-height-column av-align-bottom av-zero-column-padding '   ><p><section  class='av_textblock_section av-ju1b8xks-9df22c7114583b6af05721e0b7342833 '  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock '  itemprop=\"text\" ><p><span style=\"font-weight: 400;\">Direct response marketing is a type of sales technique. It is designed to trigger potential customers to take immediate action by responding to the advertiser&#8217;s offer. Direct response marketing allows a &#8220;call to action&#8221; to be made through direct or online interaction. Unlike traditional marketing, which aims to increase brand awareness and build long-term brand image, direct response is designed to show immediate ROI. Hereby, creativity can make a huge difference in the outcome of direct response campaigns. 56% of a brand\u2019s sales lift when using high quality creative in their digital advertising campaigns.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Nowadays mobile has become more important than desktop. Your website must be up to date to deliver the perfect customer journey online. Keep the following golden rules in mind for mobile best practices:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Keep it short and sweet in duration. Don\u2019t bore us, get to the cores. Get to the point quickly and keep the intro short to reduce the chance of losing people.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Design for sound off. Make sure that people are not necessarily listening.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Frame your visual story so that it will jump off the screen.\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">When it comes to DR, there are multiple tests that were made by different companies. This has led to a number of best practices to succeed with your DR campaign on mobile devices. These tips and tricks are for driving action for a new product launch, increase sales, promotion and many more.\u00a0<\/span><\/p>\n<p><b>Pare static &#038; video up<\/b><\/p>\n<p><span style=\"font-weight: 400;\">The combination of static and dynamic formats in a single campaign results in more conversion than a single format alone. Implying the two formats may complement each other in messaging and\/or attracting different target audiences. These kinds of campaigns have a 17% on average higher conversion lift compared to static images alone. Next to the lift of conversion, there is a 46% increase in the number of subscribers.\u00a0<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-23155 size-full\" src=\"https:\/\/thedotsociety.be\/wp-content\/uploads\/2021\/12\/Ontwerp-zonder-titel.gif\" alt=\"\" width=\"1440\" height=\"810\" \/><\/p>\n<p><span style=\"font-weight: 400;\">source: Facebook<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Are you stuck on how to add motion to static image assets? Here you\u2019ll have some ways to make your imagery jump off the screen:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Basic motion &#8211; animate 1-2 elements (logo, products, text, etc.)\u00a0 in the first 3 seconds<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Brand in motion &#8211; bring the elements of the brand\/logo to life in the first 3 seconds to remind you who the brand is. You can start and end with the brand elements.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Benefit in motion &#8211; Animate the benefit\/message in the first 3 seconds. Different kinds of messages are promo, product benefit, an offer, a discount or a testimonial. It\u2019s animated in a way why they should respond for example by mentioning till when the promotion lasts.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Demo in motion &#8211; Focus on the demonstration of an app, website, product or feature. In this way, customers can visualize how to get from point A to point B. You could show that the product is used and demonstrate the benefits of it.\u00a0<\/span><\/li>\n<\/ul>\n<p><b>Highlight the brand early<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Association with the brand during the first 3 seconds of the creative is crucial in order to create a positive correlation with the conversion lift. Show your logo in different kinds of formats, colours, etc. But it\u2019s not only about bringing your logo over, there are different ways of displaying your brand associates within 3 seconds of a video\u2019s start.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This can be done with the use of :<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Logos and fonts\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Recognizable spokespeople\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Colours<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Products\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Build recognition through colours. Think about Spotify, Airbnb or other brands, if you see their colour combinations it\u2019ll immediately remind you of the brand. Another way to create a visual identity tol help you differentiate from the competition is to create the same look &#038; feel, and\u00a0 be consistent with your visuals. This can be done by paying attention to colours, the art direction that is put into your shoots which will make a difference in your overall campaign approaches.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Find the right balance between being consistent and adding some variety by innovating. Stay loyal to your brand&#8217;s logo, fonts and colours to build trust in the seller. You can find variety in \u201clogo exploration\u201d. Find an example below of the brand \u201cSpruce\u201d.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><img decoding=\"async\" class=\"aligncenter wp-image-23143 size-large\" src=\"https:\/\/thedotsociety.be\/wp-content\/uploads\/2021\/12\/Schermafbeelding-2021-10-13-om-09.11.43-1030x275.png\" alt=\"\" width=\"1030\" height=\"275\" \/>source: Facebook<\/span><\/p>\n<p><b>Showcase the product or service<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Your identity is working well, same as your messaging but now we are going in-depth to showcase your products and services. There are creative ways to show off your product or service in the higher-funnel like:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">show multiple products or variants<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">show a demo or tutorial\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">or, make the product the focal point by for example letting a celebrity\/influencer wear it or show it.\u00a0<\/span><\/li>\n<\/ul>\n<p><b>Get noticed<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Drawing people&#8217;s eyes to your ad and getting their attention is very important. Create noticeably, thumb-stopping creatives which correlate with lower-funnel outcomes to win from the multiple competitors within your industry. Use a poll, text captions, appeal to the customer&#8217;s emotions or use quick cuts of the details of your product. For example for shoes, show the laces, the shape, the sole, etc. to convince potential customers that your product has the best quality by showing off details..\u00a0<\/span><\/p>\n<p><b>Provoke and promote<\/b><\/p>\n<p><span style=\"font-weight: 400;\"><img decoding=\"async\" class=\"size-medium wp-image-23145 alignleft\" src=\"https:\/\/thedotsociety.be\/wp-content\/uploads\/2021\/12\/Schermafbeelding-2021-10-13-om-09.13.37-229x300.png\" alt=\"\" width=\"229\" height=\"300\" \/>There are really creative ways to show off your product or service to immerse at the top of the heat by asking that question that nobody does, show promotions and keeping the text under 280 characters are associated with higher DR lift.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You should understand the way people\u2019s eyes move around the frame and interact with the ad to make an impact with your ad. Firstly the eyes are naturally drawn to the images that are shown in the ad. Secondly, they read the text to know more about the product. Thirdly, the eyes go to the brand to know who the advertiser is. Lastly, they look at what to do next at the call to action of the ad to go to the website.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">source: Facebook<\/span><\/p>\n<p><b>Play more with formats<\/b><\/p>\n<p><span style=\"font-weight: 400;\">In the beginning, it was only possible to advertise on Facebook on the right-hand side of the screen. Nowadays there are a lot of different placements or sorts of ads to test with. Try out different placements like Instagram stories, feed or Facebook feed to see which one works best for your brand and target audience.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The history of DR has changed along with the different technologies of marketing. The formula stayed the same, only the formats changed. Test with different ad formats like collection ads, carousels, link ads, stories or much more.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><img decoding=\"async\" class=\"aligncenter wp-image-23147 size-large\" src=\"https:\/\/thedotsociety.be\/wp-content\/uploads\/2021\/12\/Schermafbeelding-2021-10-13-om-09.13.52-1030x541.png\" alt=\"\" width=\"1030\" height=\"541\" \/>Now we hear you coming: Where do we start? Well, that\u2019s what we\u2019re here for. Get in touch with our Dotters and start testing different creatives to push direct response marketing!\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Want to watch the webinar on your own: <\/span><a href=\"https:\/\/www.facebook.com\/business\/industries\/retail\/holiday-webinar-series\"><span style=\"font-weight: 400;\">Here<\/span><\/a><span style=\"font-weight: 400;\"> you can find the link.\u00a0<\/span><\/p>\n<\/div><\/section><br \/>\n<div  class='hr av-uvr6iv-6da1a53ea5b4ac225445380fb98b4d88 hr-default  avia-builder-el-4  el_after_av_textblock  el_before_av_social_share  '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<div  class='av-social-sharing-box av-ju1btkev-976ec82477ebae4d8c53e4340b8bec8c av-social-sharing-box-minimal  avia-builder-el-5  el_after_av_hr  avia-builder-el-last  av-social-sharing-box-fullwidth '><div class=\"av-share-box\"><h5 class='av-share-link-description av-no-toc '>Deel dit artikel<\/h5><ul class=\"av-share-box-list noLightbox\"><li class='av-share-link av-social-link-facebook' ><a target=\"_blank\" aria-label=\"Share on Facebook\" href=\"https:\/\/www.facebook.com\/sharer.php?u=https:\/\/thedotsociety.be\/en\/how-to-make-an-impact-with-direct-response-creatives-for-mobile\/&amp;t=How%20to%20make%20an%20impact%20with%20Direct%20Response%20creatives%20for%20mobile.\" aria-hidden=\"false\" data-av_icon=\"\ue8f3\" data-av_iconfont=\"entypo-fontello\" title=\"\" data-avia-related-tooltip=\"Share on Facebook\" rel=\"noopener\"><span class='avia_hidden_link_text'>Share on Facebook<\/span><\/a><\/li><li class='av-share-link av-social-link-twitter' ><a target=\"_blank\" aria-label=\"Share on Twitter\" href=\"https:\/\/twitter.com\/share?text=How%20to%20make%20an%20impact%20with%20Direct%20Response%20creatives%20for%20mobile.&amp;url=https:\/\/thedotsociety.be\/en\/?p=26916\" aria-hidden=\"false\" data-av_icon=\"\ue8f1\" data-av_iconfont=\"entypo-fontello\" title=\"\" data-avia-related-tooltip=\"Share on Twitter\" rel=\"noopener\"><span class='avia_hidden_link_text'>Share on Twitter<\/span><\/a><\/li><li class='av-share-link av-social-link-pinterest' ><a target=\"_blank\" aria-label=\"Share on Pinterest\" href=\"https:\/\/pinterest.com\/pin\/create\/button\/?url=https%3A%2F%2Fthedotsociety.be%2Fen%2Fhow-to-make-an-impact-with-direct-response-creatives-for-mobile%2F&amp;description=How%20to%20make%20an%20impact%20with%20Direct%20Response%20creatives%20for%20mobile.&amp;media=https%3A%2F%2Fthedotsociety.be%2Fwp-content%2Fuploads%2F2021%2F10%2FEngels-18-705x385.png\" aria-hidden=\"false\" data-av_icon=\"\ue8f8\" data-av_iconfont=\"entypo-fontello\" title=\"\" data-avia-related-tooltip=\"Share on Pinterest\" rel=\"noopener\"><span class='avia_hidden_link_text'>Share on Pinterest<\/span><\/a><\/li><li class='av-share-link av-social-link-linkedin' ><a target=\"_blank\" aria-label=\"Share on LinkedIn\" href=\"https:\/\/linkedin.com\/shareArticle?mini=true&amp;title=How%20to%20make%20an%20impact%20with%20Direct%20Response%20creatives%20for%20mobile.&amp;url=https:\/\/thedotsociety.be\/en\/how-to-make-an-impact-with-direct-response-creatives-for-mobile\/\" aria-hidden=\"false\" data-av_icon=\"\ue8fc\" data-av_iconfont=\"entypo-fontello\" title=\"\" data-avia-related-tooltip=\"Share on LinkedIn\" rel=\"noopener\"><span class='avia_hidden_link_text'>Share on LinkedIn<\/span><\/a><\/li><li class='av-share-link av-social-link-mail' ><a  aria-label=\"Share by Mail\" href='mailto:?subject=How%20to%20make%20an%20impact%20with%20Direct%20Response%20creatives%20for%20mobile.&#038;body=https:\/\/thedotsociety.be\/en\/how-to-make-an-impact-with-direct-response-creatives-for-mobile\/' aria-hidden='false' data-av_icon='\ue805' data-av_iconfont='entypo-fontello' title='' data-avia-related-tooltip='Share by Mail'><span class='avia_hidden_link_text'>Share by Mail<\/span><\/a><\/li><\/ul><\/div><\/div><\/p><\/div><\/div><!--close column table wrapper. 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