Closed Bug 887065 Opened 12 years ago Closed 12 years ago

Banner Ads for Disney Mobile Apps

Categories

(Marketing :: Design, task)

Product:
Marketing
Component:
Design
Platform:
All
Other
Type:
task
Priority:
Not set
Severity:
normal

Tracking

(Not tracked)

Status:
RESOLVED FIXED
Due Date:

People

(Reporter: gjost, Assigned: ltom)

Details

Attachments

(6 files)

Firefox Android Disney banner - 01
52.17 KB, image/jpeg
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Firefox-Android_Disney-RON_320x50_v2all copy.jpg
172.83 KB, image/jpeg
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DisneyApp_Ads_all5.png
125.27 KB, image/png
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Firefox-Android_Disney-RON_320x50_v3all.jpg
191.06 KB, image/jpeg
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Firefox-Android_Disney-RON_320x50_v4all.jpg
221.72 KB, image/jpeg
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Firefox-Android_Disney-RON_320x50_download.jpg
62.98 KB, image/jpeg
Details
>>Project/Request Title: Banner Ads for Disney Mobile Apps >>Project Overview: Mozilla commited to run a 40m impression ad campaign on Disney's Android apps by Sept 31. We decided to promote Firefox for Android and need 5 banners with distinct messaging that will run on Disney's apps' RON (Run-Of-Network). The objective is to catch the app user's attention and prompt them to download Firefox for Android. Success will be measured in clicks and downloads. - Apps Here is an overview of (some) of the apps the banners will run in: https://www.box.com/s/e9h0qrvruaig7pxwqa0k The participating apps will include but are not limited to: * Where's My Water Free * Where's My Perry Free * Where's My Summer Free * Nemo's Reef * Tap Tap Revenge 4 - Audience We have very limited information about the audience. According to Disney, the "Where's My" franchise apps hit age groups from 5 to 45 (pretty vague...) while the target audience for "Tap Tap Revenge 4" is 13-17. Since each banner will appear on different apps, we can only assume an overall skew towards teens (12-17) >>Creative Specs & Deliverables: Copy and design for 5 banners. * Dimensions: 320x50 * Format: static image * Size: <100KB We want to test 4 messaging variations based on 5 product themes. We don't need a unique design for each banner but it would be great to tailor the visuals to a certain extent so it capitalizes on each message's specificity. - Copy Considering the audience we are talking to, the context (gaming apps) and the size of the banner we are working we are working with, we likely want to keep the copy on the low end of 5 to 10 words and make it as impactful and attention-grabbing as we can. See the app overview deck for examples of other banners. Product marketing would like to experiment around the following 5 themes: - Download: Download Firefox for Android (pure focus on the download action, no associated benefit) - Upgrade (from stock browser): download a better browser than the stock browser, get the best browser available - Speed: be fast (idea: create a parallel with importance of speed in games played?) - Security: control over data being shared (context: PRISM top of mind?is that the case among teens too?) - Sync: ease of use and comfort (don't have to type long urls, instant share across devices...) >>Launch Date: 2013-07-26 >>Creative Due Date: 2013-07-16 >>Mozilla Goal: Firefox Android >>Points of Contact: ARRAY(0x7f964de297d8)
Creative Specs & Deliverables --> Meant: *5* messaging variations based on 5 product themes, not 4.
Hey Greg, Thanks for submitting this project. I will have more information for you early next week with next steps. Cheers, Jennifer
Assignee: tshahian → Mnovak
Status: NEW → ASSIGNED
Due Date: 2013-07-26 → 2013-07-16
Hey guys, We actually have a little more time the we initially thought. Updating the due date to reflect that. This said, I would very much like to get this started soon so we don't rush this. Thanks!
Due Date: 2013-07-16 → 2013-07-24
Thanks, Greg. Matej is working on copy now and Lee will be working on design from there.
Hi all. Here are a couple of options for each area: [DOWNLOAD] Download Firefox on your Android device today! Get Firefox for Android. Download today! [UPGRADE] Get a better browser. Get Firefox for Android. Upgrade your browsing with Firefox for Android. [SPEED] Speed, speed & more speed. Get it all with Firefox for Android. Quick, get an Android browser that's fast. Get Firefox. [SECURITY] Take control of your info with Firefox for Android. Keep your private info private with Firefox for Android. [SYNC] Take your desktop browsing to go. Get Firefox for Android. Firefox lets you share browsing info between devices. Get it on your Android.
Thanks Matej. This all works great! I'm tempted to go with the shorter ones to make it easy on the design folks. Based on your initial suggestions. I would go with the following: [DOWNLOAD] Get Firefox for Android. Download today! [UPGRADE] Get a better browser. Get Firefox for Android. [SPEED] Quick, get an Android browser that's fast. Get Firefox. [SECURITY] Keep your private info private with Firefox for Android. [SYNC] Take your desktop browsing to go. Get Firefox for Android. Just have one comment: although you did a great job at keeping it short and sweet, I think some of these still are borderline in terms of length. One quick suggestion to shorten things would be to capitalize on the context so as to avoid mentioning "for Android" everytime if we can (the rationale is that this is only shown to android users on their phone anyway). Not sure if that's accepted branding but would something like this work: [Upgrade] Upgrade your mobile browsing with Firefox [Security] Keep your private info private with Firefox Thanks Greg
I think that's a great suggestion, Greg. I would probably still keep Android in some of the shorter ones, but we can lose it in the others: [DOWNLOAD] Get Firefox for Android. Download today! [UPGRADE] Get a better browser. Get Firefox for Android. [SPEED] Quick, get a browser that's fast. Get Firefox. [SECURITY] Keep your private info private with Firefox. [SYNC] Take your desktop browsing to go. Get Firefox.
Agreed! Thanks Matej! These look good to me. Chad are you ok with us not calling out "for Android" where we need to save space? Unless anyone has a problem with this, let assign to a designer and keep the ball rolling.
Flags: needinfo?(cweiner)
Hi all, I'm attaching a JPG of the banner with the smallest amount of copy so you can get a sense of how it looks in the space. I think the CTA should be prominent and click-able, so it's hard to skimp on the space for the button. Any way we can trim the copy even more? Since I'll be on PTO all of this week, I'm linking my working files here http://cl.ly/0r2G0O0D0N1H in case you want to make more headway with the project while I'm gone, or I can pick up on it when I return.
Looks great, Lee. My question is whether these need to have a button on them. I was imagining them as all text and that the whole thing would be clickable. WDYT?
Hey guys, fine with leaving out Android since the ad will only be shown to users on Android devices.
Flags: needinfo?(cweiner)
Just so I'm clear, what are the next steps on this?
Hi all. Here are a few comments: - Thanks Lee for this first shot! It looks great I agree. - I talked to Jen and recommended we assign this to another designer so we can keep working on this while Lee is away. I don't think this can wait a week as the due date is July 26 and this likely will need a few rounds. - I think Lee has a good point with the button and general visual prominence of the CTA. From my limited knowledge in mobile advertising, I understand having a graphical button is a best practice that tends to increase the CTR. I suggest we try to incorporate them in the ad if we can. Sorry for not calling it out earlier. Also let me know if you feel strongly about this. - Adding buttons is likely going to require that we edit the copy Matej created. Here are my suggestions as per how to adapt the current messages. "[]" mark the copy in the button. [DOWNLOAD] Get Firefox for Android. [Free Download] [UPGRADE] Get a better browser. Get Firefox. [Free download] [SPEED] Quick, get a browser that's fast. [Free download] Or if doesn't fit: Quick, get a fast browser. [Free download] [SECURITY] Keep your private info private [Free download] Or if doesn't fit: Keep your info private [Free download] [SYNC] Take your desktop browsing to go [Free download] The Firefox logo should be clearly visible - ideally with the wordmark - so we don't have to repeat Firefox in the copy. Matej, are you ok with the above and if not, can you take them for a spin? Jen, can you assign this to another designer asap? Let me know your thoughts. Thanks!
Hey Greg, Let's give those lines a try and see how they look. My only concern is that Firefox may not be prominent enough, in which case we may have to use "Get Firefox" as the CTA instead. Thanks.
I agree with you. We need to see those in action before we know for sure. They may not work. If that's the case and Firefox is not prominent enough, then let's use your suggestion instead.
Ping? Jen, can you assign to an designer? Thanks.
Hey Greg, Ty confirmed that he can take this on, however he has had a family emergency and is unavailable this afternoon. Cheers, Jennifer
Assignee: Mnovak → tyronflanagan
Hi all, Here's a pass at fitting all the messaging blurbs in the promo while clearly branding them with the FFx logo and wordmark (on button). The only slight adjustment I needed to make, was the copy point size on the Sync message. Let me know what you think.
Thanks Lee! One quick comment - in the button, seems a bit weird to have "Get" so much smaller than "Firefox" when they're lined up next to each other. Wdyt?
Attached image DisneyApp_Ads_all5.png —
Here are the 5 banners I came up with. I wanted to ensure that the banners would be vibrant enough against the game screens.
Thanks Lee & Ty. Looks like we have plenty of options to choose from now. Greg, how would you like to proceed?
I know these are running on apps on Android but I am bit concerned that people aren't going to know that this is about Fx for Android. The first mock up Lee did had a Fx logo on an Android guy which made it more obvious. Can we explore either getting an Android guy on these or the word Android? I know space is super tight but feel like something's missing w/out it. We are so much more well known for the desktop so I want to make sure people know this is about Fx for Android. THanks.
I see benefits to both approaches here: I think Lee's initial versions do a good job at not adding to the clutter of the app and remain very legible, which may ultimately catch the user's attention more than a very crowded space. Now, I also think Ty's work on the typography and download button makes those banners feel more clickable and vibrant. I also like the idea of using the Firefox button that incorporates the logo in the CTA. So where do we go from here? Here's what I suggest: - I feel Ty's proposal layout with the copy to the left and firefox download button to the right works nicely here. - The strongest versions overall are those that mention Firefox. Branding just doesn't seem strong enough on the versions that don't. Since it's hard to force Firefox in the copy for each version, we can simply use Get Firefox as CTA (or better, "Get Firefox now" if it fits). - With regards to Kristin's comment 22, I personally don't think users are going to worry about this but here are two suggestions for ways to address that: 1/ replace the arrow in the download button by a small android symbol 2/ have a small android robot "point its head"in a corner on the left side Can we try those few tweaks and see where it takes us? Also, Lee and I briefly about testing the official Google Play button as a way to dial up the Android context directly in the CTA. Not sure if that would disrupt the whole creative though. There's definitely pros and cons to this one.
Hey all, just a thought (and I've shared this with Greg already). I'd like, to the extent possible, to think about this as a supernaturally large experiment. There are lots of good hypotheses raised above; if we add nothing back to the organization after running these ads it ought to be learning about what works and what doesn't work. Greg was going to check with Disney to see if we could run multiple flights of ads--allowing us to really design an experiment to suss out questions like "does mention of Android matter?" "where should the button go?, etc. It would be great if we can do this; and we ought to be able to exert some leverage given the size of the spend. If we can't, what is the best experiment we can run?
I agree it would be worth testing this if we can. I have an email in to Disney asking if we can adopt an AB testing approach: "The idea would be to start with 2-week messaging test (5 banners with identical design and different copy), then replace the banners with a new pool based on the best performing messaging and introduce design variations (colors, placements, CTA, etc.). One or two weeks later, we would keep the 1-3 best performing banners and retire the others." I will update the bug when I receive confirmation from Disney that this is ok. In the mean time, I think my comment above still stand and suggest we move forward. The most important is to start from identical design. We can then tweak and dial-up different elements up and down for the 2nd flight if it happens (android, CTA, Firefox logo, background color and texture...) Lee, would you like to give this a try? - Start from the your proposal and use a Firefox download button (with logo) and meta bold typeface as Ty suggested - Get Firefox is the CTA - Try inserting an Android reference if possible
Hey Lee. Did you get a chance to experiment with this?
Hi all, Here are 5 new versions of our ads (a combination of the best of both Ty's and my last iterations). Let me know what you think.
Hey Lee Thanks for this. I think this looks pretty good, we're closing in! A few thoughts: - I just displayed these on my phone and the android dude is very easy to spot. I am thinking we could make it a bit smaller to free up some space without making it too hard to see. - We can loose the punctuation to save more space - Is there a way to texturize™ the button a bit so it feels more clickable? It's subtle but it seems that we lose a bit of texture by losing the arrow here (did you get a chance to test an android head in the button?) Last thing: the first one doesn't really work with the Get Firefox CTA. Let me noodle on this a bit. All, let us if you have any suggestion here. We need the design to be identical for A/B testing purpose.
Thanks Lee! I like the direction here. Greg's comments sound good to me, although I would prefer not to texturize the button. (Greg, if you feel strongly about it could you give some examples of what you mean by 'texturize'? I may be misunderstanding.) Re: the first one, could it be Download Firefox?
(In reply to John Slater from comment #29) > I would prefer not to texturize the button. (Greg, if you feel > strongly about it could you give some examples of what you mean by > 'texturize'? I may be misunderstanding.) Sorry, this was a bit cryptic. I don't mean actual texture like we currently have on the blue background but rather give the button slight beveled edges so it stands out from the background and feels clickable. > Re: the first one, could it be Download Firefox? Assuming we keep the Get Firefox call to action here, this would give us: "Download Firefox, Get Firefox"... I don't think that's ideal. Maybe we can simply say "Firefox got Android" here and modify the CTA for this one so it says: "Get it now" instead of "Get Firefox". It's a slight deviation from the others, but it's still similar enough that it lets us test a direct download approach vs product benefits.
Thanks for the feedback and suggestions John and Greg. Here's another collection of ads: - smaller, yet still apparent Android in lower left corner - removing punctuation helps reduce noise - Firefox CTA has dominant brand message - more bevel on button and added download arrow element *The first 2 banners are the DOWNLOAD messages. FWIW, I didn't actually mind the same CTA [Get Firefox] coupled with "Get Firefox for Android". I mocked a new version with [Get it now] for you to see in comparison.
Assignee: tyronflanagan → ltom
Thanks Lee. Looking good! My only comment at this point is about "Get it now". It would be nice to make "Get it" bigger and "now" smaller so they're the same size. Looks like there's room to do that. Personally I find "Get Firefox for Android / Get Firefox" a bit weird so would opt for using the get it now variation. Any thoughts on this or the new design before we wrap-up?
Hey Greg, here's the revised CTA on the Download banner. Let me know if is to your liking. I can post the other 4 assets here once you sign off on this next.
Final JPGs posted here: http://cl.ly/1r232F0D3M34
Thank you Lee (and Matej, and Ty). This looks great! These guys are on to Disneyland!
Status: ASSIGNED → RESOLVED
Closed: 12 years ago
Resolution: --- → FIXED
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