As mobile devices continue to revolutionise the way people consume content, brands who adapt their strategies to meet the evolving needs of their target audience will meet them where they consume media the most. In this article, we delve into expert insights and provide some practical tips for optimising the user experience across various channels.

In a study by Meta, it was discovered that mobile-first creative has a 27% higher likelihood of driving brand lift compared to video ads not optimised for mobile viewing. This highlights the potential of leveraging mobile-first strategies to reach and engage consumers more effectively.

To create content that captures attention and stands out in the mobile feed, it is essential to understand how users engage with videos on mobile devices. Studies have shown that mobile video consumption is frequent and rapid. Therefore, anticipating user behaviour and creating an ideal viewing experience tailored to the mobile environment can significantly increase the chances of delivering relevant messages to the right people.

To excel with mobile-first formats, we embrace a set of principles that optimise the user experience across different channels.

1. Increase Speed: Mobile users value speed and efficiency. Optimising loading times and minimising friction points within the user journey can significantly enhance the overall experience.

2. Mobile-Optimised Creativity: Adapting creative content to suit mobile devices' unique characteristics is crucial. Assets should be designed with a focus on delivering a fantastic user experience specifically tailored to mobile devices. An easy place to start is adapting landscape creative to vertical formats.

3. Mobile Behaviour Influence: Mobile behaviour should guide channel strategies. Understanding how users interact with mobile devices can inform decisions on selecting the right platforms, formats, and content types to effectively reach and engage the target audience.

A recent example that we consider best practice is the Uber Eats Australia campaign with Abbie Chatfield. Let’s take a deep dive into the various creative executions and their placements.

The hero creative:

Vertical creative with tailored messaging relative to platform: This creative cleverly talked about the ‘For You’ page which is the TikTok feed that the audience interacts with every day. This execution wasn’t only platform relevant but the placement, on the For You page, added extra relevance and relatability for the user.

Different formats across Meta: These ads, with varied messaging, allow Meta to determine what is best resonating with the audience. Producing the assets in both a 9:16 and 1:1 spec also allow for the ads to be placed across the suite of placements on Facebook and Instagram. Think vertical creative for Stories and square assets for the feed.

Adam Kerj, chief creative officer for the Nordic region at Accenture Interactive, further stresses the importance of contextual understanding in capturing attention and maximising the limited time consumers allocate to engaging with brands

“It seems that the attention economy has peaked. We only have 24 hours in a day,” he said.

“Let’s say you’re Netflix and your number one KPI is screen time, and the consumer is playing the online game Fortnite; how do you get people to leave that platform, that they love more than anything? Really meaningful, interesting ideas have to capture the audience to make them immerse themselves, because there are so many brands and there is only so much we can do in 24 hours.

“We’re living such busy lives that if you really want to break through with an idea, you really have to understand the context of where you are communicating that idea, so you have to be really platform-specific.”

The dominance of mobile devices in content consumption demands a shift in advertising strategies. Brands that embrace mobile-first creative and optimise their marketing efforts accordingly can reap substantial benefits, including improved brand lift, higher engagement rates, and increased relevance. By adopting the principles of speed, mobile optimisation, and responsive channel strategies, brands can design a user experience that sticks.