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The anatomy of mobile advertising: Formats, texts and colors for an effective advertising campaign!


Mobile promotion: The anatomy of mobile advertising — Formats, texts and colors for an effective advertising campaign!

Despite mobile marketers' general understanding of mobile advertising, few have mastered all aspects of it and know how to adapt its format and layout to create a positive impact. To succeed in this competitive environment, it is essential to deeply understand the anatomy of a mobile ad, paying particular attention to formats, copy and colors to maximize its effect on the target audience.


In this article, discover the anatomy of a mobile ad and our tips for creating more captivating ads!


What is mobile advertising?


A mobile ad is a form of advertising specifically designed and adapted for delivery on mobile devices such as smartphones and tablets. It aims to promote products, services, mobile applications or brands to mobile users. Mobile ads can take different forms, such as banners, videos, native ads or interstitials, and are typically served within mobile apps, websites or social networks accessible from mobile devices.

The main goal of a mobile ad is to effectively reach users on their devices and encourage them to take specific actions, such as clicking on the ad, downloading an app, or making a purchase.


The different types of mobile advertising formats


Consumers are constantly inundated with content and information. This makes it difficult to attract and maintain their attention.


​​Fixed format: This is the most common form of mobile advertising. Visual content is fixed and generally includes text and a clear call-to-action. Static ads are very popular because they fit easily into most media channels and they are simple to produce.


Rich media: It is a form of digital advertising that has interactive elements, such as video, audio or any other element designed to pique the user's interest. Rich media lets you try different types of animation to suit your mobile creation. This type of mobile advertising generally produces a higher conversion rate, because the animation helps attract and above all maintain the user's attention.


Advertising in video format: This is one of the most consumed advertising formats. A typical user can spend 16 hours a week watching videos online. So it's no surprise that it's the most popular format for advertisers to engage their audiences.

On average, a user has an attention span of 8 seconds so it is advisable to produce videos that do not exceed 15 to 30 seconds.


Interstitial format: This is when an ad fills the user's entire mobile device. Interstitial ads have a high impact and easily attract the user's attention, which results in a higher click-through rate and therefore a better conversion rate.


For more tips on how to optimize your advertising campaigns, click here!


Mobile promotion: The anatomy of mobile advertising — Formats, texts and colors for an effective advertising campaign!

The importance of call-to-action (CTA) in mobile advertising


The call-to-action (CTA) informs the viewer of the announcement of the action they must take. In fact, it encourages the user to take action.


The CTA is the highlight of your ad, it creates a goal for those who engaged with your ad, and it is the path that connects the user to your product. It should also be considered an important part of your A/B testing strategy. Your call-to-action should be easy to see, clear, simple and non-distracting. It should not distract from the main message the ad is trying to convey.


Your CTA should always complement the content. For example, if it's an ad for a mobile app, the CTA could be "Install now", or if it's a social media post linking to a blog, the CTA could be be “Learn more”.


When A/B testing, small changes in wording can make a big difference, so it's good to play around and see what works. Keep an eye on click-through rate, as it's a great barometer for determining which CTAs are working best.


To learn more about the CTA, click here!



Colors in mobile ads: Visual and emotional impact


Colors play a powerful role in mobile advertising because they can evoke emotions and influence user reactions. Different colors communicate different messages. For example, red can signal both anger and love. Blues and greens represent calm, growth and reliability, while yellow indicates youth, happiness and energy. The colors you use influence the perception of creatives and the reaction of users.


The brain only takes a few nanoseconds to analyze an advertisement, process its information, categorize and translate what it sees. We are so attached to colors and what we expect from them that they have the power to convince us to buy something or not.


It is therefore important to carry out A/B testing on your creations and to choose colors which are associated with the message you are trying to communicate, and which meet the expectations of the user who thinks that your application will bring them something .


To learn more about A/B testing, click here!


The Anatomy of Mobile Advertising: What to Remember


By understanding the anatomy of a mobile ad across formats, copy, and colors, you can create effective ads that capture users' attention and inspire them to take action. By using well-thought-out advertising strategies and continually optimizing your campaigns, you can maximize the return on your advertising investments and successfully achieve your marketing goals. Remember, the key to success lies in the relevance, creativity and adaptability of your mobile ads to provide a positive and memorable experience for your users.



Ad4Screen and Addict Mobile is a mobile marketing agency specializing in mobile advertising and promotions solutions, offering user acquisition services, advertising campaign optimization, performance analysis, visibility and conversions, as well as retargeting

Need advice or support to develop your business?


AppASO is an ASO and Digital Marketing agency, 100% dedicated to the promotion of mobile applications.

Founded by Camille TROMBINI (ex-AD4screen and Saint Gobain) and Fernando MARTINEZ (ex-digital Strategy lead at Publicis and Havas Media), the agency is located in Paris Opéra and Madrid.


At AppASO, whatever the sector (banking, insurance, retail, health, travel, etc.), we help advertisers optimize and scale the growth of their mobile applications.


Companies such as Crédit Mutuel, Kiabi, CIC, and Sézane trust us.


We have successfully achieved our clients' objectives by developing strategic mobile marketing models and orchestrating AdTech and MarTech tools.


Our method? A unique strategy thanks to our three teams: ASO, Media and Studio.

This first to market approach aims to increase the acquisition, retention and turnover of the mobile application.


We are committed to offering a tailor-made, comprehensive and quality service.


😊 Let’s get in touch! 😊



Contact details :



ASO App 7 rue Meyerbeer 75009 Paris Opéra

Email: contact@appaso.fr



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