Designing Great Mobile Ad Content

Many Spark owners use Spark’s in-house printing services for their scrolling poster printing needs. The company has seen thousands of individual ads come through the system since 2002. As one might imagine, some ads have been really great, while many that would qualify for the advertising hall of shame.

Jump to the PDF document "Design Tips for Mobile Advertising Success" if you don't care to read all of today's post.

Now, on to the post. There are a few rules that Spark owners are encouraged to follow to make the most of their mobile advertising investment.

RULE #1. KEEP IT SIMPLE
Make it big enough to read and don't put more than one idea or message in an ad. It seems so obvious, yet it's the most ignored rule of outdoor advertising. If your motivation for purchasing a new Spark marketing utility vehicle is to increase your sales and build your existing business, it's almost impossible to achieve that goal if you attempt to load up each scrolling ad with a full paragraph of text.

The factory setting from Spark is for each ad to remain visible for ten seconds before the next ad scrolls into view. Frankly, its unlikely that someone driving past your truck will rivet their attention on your ad for the full ten seconds, but even if they do, do you really think that you can get the viewer to remember your company name, your slogan, your web site address, your telephone number, your fax number, and your full street addres (with zip code)? That's exactly what many of the ads that get submitted to Spark’s printing department look like.

RULE #2. SEE RULE #1.
A particular Spark customer followed the success formula and used some of the surplus ad space on their truck to offset their monthly cost of ownership. A restaurant wanted to advertise on the side of the truck and the ad was filled with a full weekly calendar of nightly specials. The design was divided into seven strips, with each section explaining—in great detail and fine print—the unique and remarkable specials and activities that take place throughout the week at their restaurant.

If the Spark truck owner, or the advertiser would have understood Rule #1, they would have understood that the ad, while technically and legally correct, was a total wast of money.

RULE #3. LEARN WHY MOBILE ADVERTISING IS DIFFERENT
Each side of a Spark MUV should be used to display a subtly different style of message. The back can have more detail than the side ads because other motorists will spend several minutes behind the truck at red lights. You can use the front of the box section for a bold company logo, and the sides have their own unique character. You'll maximize the effectiveness of your ads with Spark’s "Design Tips for Mobile Advertising Success".

RULE #4. HIRE A PROFESSIONAL.
It doesn't cost a lot to have a qualified graphic designer create a great looking ad for you. Usually the cost is around $150 per ad. Ad agencies will charge more, and they are generally worth it. But for just a small investment, you'll get an ad that actually works. Remember, your Spark MUV will do an excellent job of displaying all of the scrolling ads—everywhere you drive it— but it's also very good at displaying really ugly ineffective ads that will not increase your business if you choose to display them.