DAN e4m Conference: Keep user behaviour in mind while creating mobile ads: Vishal Rupani
At DAN-e4m Digital Advertising Conference, mCanvas co-founder and CEO shared some of the best practices in creating a memorable mobile ad
The 4th edition of DAN-e4m Digital Advertising Report was unveiled today at The Lalit Delhi. The annual report was centred on the theme ‘Indian Digital Ad Industry: Rs 50,000 Crore Opportunity’ and was launched in the presence of some of the biggest names in the industry. On the occasion of the launch, Vishal Rupani, Co-founder and CEO of mCanvas shared his thoughts about the dynamic world of mobile ads at the Dentsu Aegis Network-Exchange4media Digital Advertising Conference. In his session titled Transforming the dull mobile ad space by engaging users with 'Wow' Moments, Rupani shared ways to help the users build positive connections with the brand and improve recall.
Rupani has been at the helm of the mobile advertising platform, which has been churning out award-winning mobile advertisements that have the audiences hooked.
“I am here to tell you what you already know,” started off Rupani. “Consumers hate mobile banner ads.” He explained that it is not just a luxury for brands to stand out today in a cluttered and increasingly competitive mobile space. “It is a necessity,” he asserted.
That being said, he also added that it’s incredibly hard to stand out. And for that to happen, brands need to transform, innovate and tell stories.
He went on to showcase mCanvas’ works with five brands that engaged users’ phone features in their brand’s story telling. “At mCanvas, we help brands to emotionally connect with the audience on small screens. We create sensors to create a memorable impact on users,” he explained.
He cited the examples of Reebok, Frooti, Flipkart and BIRA mobile ads conceptualised by mCanvas that required the users to perform tasks. By getting them to do a physical activity, they created a unique brand recall in the minds of the users. “It helped build memory for the user by interacting with the brand,” he said.
He also mentioned the experiential mobile ad conceptualised for Idea 4G, which saw users spend a considerable amount of time interacting with Mallika Dua as the video chatbot. “Imagine when users spend that kind of time engaging with your brand narrative,” he added.
These innovations speak for themselves. Rupani reveals that in less than five years, mCanvas has had 72 million unique users, 350 brands and 37 awards.
Rupani signed off not before parting with some sage advice for mobile advertisers: “If you are creating content for mobile, keep users' behaviour in mind. Don’t repurpose your desktop, print or tv ads for mobile.”
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