creative that converts: 10 best practices from a digital ad expert
TRANSCRIPT
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Creative that Converts10 Best Practices from a Digital Ad Expert
Part One of a 3-Part Serieson Digital Advertising Effectiveness
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TABLE OF CONTENTS
Introduction
About The Author ..
Top 10 Creative Best Practices..
Case Studies...
Top 10 Best Practices Cheat Sheet
age 1
2
3
5
15
20
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INTRODUCTION
age 2
Local Yokel Media specializes in hyperlocal digitalmarketing, bringing efficiency, scale and performance tohyperlocal ad targeting.
Years of experience in digital advertising has shown that,regardless of your product or service, the 3 most
important drivers of ad performance are:
1. the strength of the creative,2. the context in which the creative is placed, and3. the appropriateness ofaudience who views it.
We are pleased to present this report as the first in athree-part series featuring best practices in each of theseareas, with the goal of helping all advertisers achievemaximum digital advertising effectiveness.
To learn more about how Local Yokel Media helps regional
and national advertisers with local interests improve theefficiency, scale and performance of their locally-targeteddigital advertising campaigns, please visit our website.
http://www.localyokelmedia.com/http://www.localyokelmedia.com/ -
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ABOUT THE AUTHORBeth Sibbring
age 3
An interactive marketing pioneer, Beth launched
CompuServes first banking, brokerage, travelreservation and other original ecommerceservices in the 80s and 90s.
Beth went on to originate AOLs performance managementteam in 2000, with the mission to contribute to campaignperformance through creative testing and optimization.
Beth is a founding partner of Tangible Impact, Local YokeMedias creative agency partner, specializing in design, testingand campaign management services for interactive marketersacross all channels.
The author of this report, Beth Sibbring, is an expert inperformance based digital ad creative. Beths firm, TangibleImpact powers Local Yokel Medias ad creative strategy andsolutions .
http://tangibleimpact.com/http://tangibleimpact.com/http://tangibleimpact.com/http://tangibleimpact.com/ -
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Whether for a website or a mobile phone, a display ad or a
landing page, strong creative design is a critical driver of a
campaigns success.
Based on years of rigorous testing and experience in the digital
environment, weve identified 10 specific creative and copy
techniques that are easily executed and highly effective
across digital media.
Section 1The Top 10 Creative Best Practices
52%of an ads
performance is drivenby the strength of its
creative design.
SOURCE ComScore ARS Global Validation Summary
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Best Practice #1
Your display ad is meant to start a conversation. Asking afriendly question is a natural way to engage someone and
encourage a response.
How are you?Do you need something?
Can I help you?
Have a concern?
Testing shows that many individuals are more likely torespond to ad copy phrased in the question format (Want toEscape?) versus a declarative statement (Its time to getaway.)
Start A Conversation
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Speak directly to a person, asthough youre in a face-to-face
conversation.
Alternatively, speak the
thoughts of your audience, inthe first person.
Make an emotional
connection by asking about
personal preferences, needs
and concerns.
Be specific. Quantify
descriptions, attributes and
benefits.
Get Personal
Use or imply the personal pronoun you or I.
age 6
Best Practice #2
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Break large amounts of copy into 2 separate components:
a headline, and a subhead.
Use a consistent font, and distinguish between the headline
and subhead by using a larger type for the headline and a
small type for the subhead.
A short headline will pique interest, and the subhead that
follows can further inform and influence.
Alternatively, the 2 components can act independently, with
the headline leading to a primary call-to-action and subhead
leading to a secondary call-to-action a technique best suited
for tower ad units like the 160x600.
Short Headlines, Big Impact
age 7
Best Practice #3
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Optimal positioning of the Call-to-Action is immediately followingthe main message that ignites theaudiences interest.
The Call-to-Action is a crucialelement for any response-orientedcreative.
Make it a button.
Incorporate easy action verbs
such as: find, get, click, see, etc.
Do not use verbs that implyinvolvement or commitment, like
registercomplete, or
purchase
They discourage response at thisinitial stage of your conversation.
More involved requests should
occur later in the conversation onyour landing page.
age 8
Best Practice #4
Avoid Commitment in Calls-to-Action
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Use High Contrast Colors
Use strong color contrast to make keyelements of the ad stand out for easy
absorption.
Most important is a contrast between the
copy and the background color.
White is a very effective backgroundcolor.
In addition to white, keep the background
un-textured and un-segmented, for a clean
and clear presentation of all important
elements copy, Call-To-Action, image and
logo.
age 9
Best Practice #5
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Use Big and Bold Fonts
Keep fonts simple and fairlylarge in size, to ensure ease of
readability.
Use of large fonts means that
copy needs to be brief, which
will also improve digestion of
the message and response.
age 10
Best Practice #6
Sans-serif fonts like Tahoma, Trebuchet, Arial, Myriad,Helvetica and others are always excellent choices.
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Mirror Facial Expressions
Images of human faces ensure visual appeal and
immediately attracts attention, drawing the audience intoyour message.
Use images ofhappy, smiling individuals and couples in the
targeted age range, making direct eye contact and closely-
cropped to focus on the face. This reinforces the relevancy of
your offer to the audience and boosts performance.
age 11
Best Practice #7
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Animate the Message
A viewer will decide whether or not to click on an ad within 3
seconds. Use brief animation to attract attention.
Animation should be used to focus attention on the copy
and the call-to-action. It should not take several seconds tolead up to the final offer.
Animate the copy, which is the point and purpose of the
creative.
When animating graphic elements, use them to reveal thecopy giving both the graphics and the copy equal attention.
Keep a persistent call-to-action accessible at all times,
on all frames.
age 12
Best Practice #8
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Apply Natural Sequencing
The sequence of elements should guide your audiencethrough the ad, helping them visually process themessage.
In horizontal units, a left-to-right flow is most effective.
age 13
Best Practice #9
In vertical units, a top-to-bottom flow is
most effective, with key elementsconcentrated in the upper, mostimmediately visible portion of the unit.
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The landing page should
immediately fulfill thepromise of the displayad.
Improve follow-throughby giving ad creative andpages a similar look and
feel.
Keep colors, fonts andimagery consistent.
age 14
Best Practice #10
Strong Landing Page Synergy
After clicking on a display ad, an individual invests onlyseconds in deciding whether or not to interact with thepage.
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A few simple
tweaks cansignificantlyimprove ad
performance.
age 15
Section 2Case Studies
The following are some before-and-after examples of how 3
simple tweaks to the creative, applying the best practices
outlined in this report, significantly boosted performance forTangible Impact clients including AARP, Norton and Stouffers.
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Case Study
age 16
AFTER
BEFORE
Whitebackgroundcreates greatercontrast
Prominent,non-commitalCall-to-Action
More succinctmessage, straight tohe core of the offer
CTR: 0.08%Application Rate: 0.99%
Tweak 2:Best Practice #5
Tweak 3:Best Practice #4
weak 1:est Practice #3
CTR: 0.09%Application Rate: 1.30%
3 simple tweaks to this creative boosted conversionrates for this AARP offer by 16%.
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Case Study
age 17
AFTER
BEFORE
Headline is a question, to engage the viewer in conversation
nimated: Frame 1 Frame 2 Frame 3
Animated: Frame 1 Frame 2
he complete message is in a single frame: the first frame
Animation is limited to the Call-to-Action, and draws attention to the
action the advertiser wants the viewer to take
weak 1: Best Practice #1
weak 2: Best Practice #8
weak 3: Best Practice #8
3 simple tweaksto this creative
boosted clicks by65%.
3 simple tweaks to this creative boosted Nortons click-through rate by 65%.
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Case Study
age 18
AFTER
BEFORE
The core of theoffer (coupon) isprominentlyfeatured, broken
nto short headlineand subhead
The Call-to-Actiobecame a button
placed inprominentposition
Large, bold fontsand strong colorcontrast
Tweak 1:Best Practice #3
Tweak 2:Best Practices #5,6
Tweak 3:Best Practice #4
3 simple tweaks to this Stouffers offer led to a click-through rate increase of358%.
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7/29/2019 Creative That Converts: 10 Best Practices From a Digital Ad Expert
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Armed with these 10 digital creative best practices, youcan now tweak your existing display ad creative to boost
its performance, or begin planning your new campaign
with confidence.
As you prepare to take your new-and-improved creative
for a test drive, keep in mind that creative only
influences 52% of the ads potential to drive
performance: placement of that creative in the correct
context, and showing that creative to the most
appropriate audience, are 2 additional critical drivers.
If you are a business with local targeting interests, Local
Yokel Media can help you reach hyperlocal audiences
within tightly-targeted service areas across the country,
through trusted local content. We call this geo-contextual
relevance, and it is another key factor in driving superior
ad performance.
Your TurnReady to Ramp Up Your Creative?
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7/29/2019 Creative That Converts: 10 Best Practices From a Digital Ad Expert
21/21
Creative That Converts10 Best Practices from a Digital Ad Expert
CHEAT SHEET
Start a Conversation
Get Personal and Specific
Short Headline, Big Impact
Avoid Commitment in Calls-to-Action
Use High Contrast Colors
Use Big and Bold Fonts
Mirror Facial Expressions
Animate the Message
Use Natural Sequencing
Strong Landing Page Synergy