making great display ads

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  1. 1. MAKING GREAT DISPLAY ADS By Randy Oest
  2. 2. Agency Capabilities Agency Capabilities QUALITATIVE Focus Groups Interviews Ethnography Stakeholder Discovery QUANTITATIVE Internet Written Phone Intercept Brand Development Promise Denition Integrated Marketing Plans Media Internet Strategy Broadcast Print Out-of-Home Direct Mail Specialty Media Behaviorally Targeted Online Advertising Search Engine Marketing ELECTRONIC TV Radio Websites Online Advertising Permission Email PRINT Direct Mail Out-of-Home Newspaper Magazine Collateral Packaging Point of Purchase Assessment of Advertising Effectiveness Creative Analysis Media Analysis Website Trafc Analysis Lead Quality Analysis Geographic Analysis Trends RESEARCH STRATEGY MEDIACREATIVE ANALYTICS
  3. 3. PROUD PAPA
  4. 4. DISPLAY ADS Advertising on Web sites to promote your business goals.
  5. 5. 1 PURPOSE 2 FLOW 3 DESIGN 4 PRODUCTION 5 RESULTS
  6. 6. LETS TALK ABOUT DISPLAY ADS
  7. 7. Common Sizes Skyscraper Medium Rectangle Billboard Medium Rectangle 300x250 Billboard 728x90 Skyscraper 160x600
  8. 8. Up-and-coming Sizes Pandora Facebook Mobile Half page Half Page 300x600 Pandora 500x500 Facebook 1200x628* iAds 320x50
  9. 9. 1 PURPOSE
  10. 10. Ads can have many types of goals Sales Generate leads Brand awareness
  11. 11. 2 FLOW
  12. 12. Display ads are part of something greater than themselves.
  13. 13. They need a destination that reinforces why the person clicked.
  14. 14. The results were astoundingly one-sided, with the no-offer version getting a 74% higher success rate.
  15. 15. Flow Reminders Relevance Offer Value Next Action Minimize Friction Reduce Anxiety
  16. 16. 3 DESIGN
  17. 17. Design is one of the TOUGHEST parts
  18. 18. Cut! Cut! Cut!
  19. 19. Four Elements Headline Image Logo Call to action
  20. 20. Four Elements
  21. 21. Four Elements Fifth Element
  22. 22. Borders Need Contrast
  23. 23. Borders Need Contrast
  24. 24. CALLS TO ACTION
  25. 25. Calls to action! Visually striking Brief Action-oriented Easy to understand GREAT DISCOUNTS ARE HERE STOCK UP NOW STAY AT A STATE PARK INN CONTINUE READING LEARN MORE READ MORE
  26. 26. Opportunity for testing GREAT DISCOUNTS ARE HERE BUY TICKETS NOW Testing is an important part of crafting a strong campaign. VS
  27. 27. Surprising results
  28. 28. RICH MEDIA
  29. 29. EXAMPLES OF ADS
  30. 30. 4 PRODUCTION
  31. 31. 40k Max file size is a challenge.
  32. 32. Challenge Accepted.
  33. 33. More detail means a larger file size. 1/3 smaller
  34. 34. SIMPLIFYING IMAGES
  35. 35. EXAMPLE OF BUILDING AN AD
  36. 36. 5 RESULTS
  37. 37. EXAMINE THE RESULTS
  38. 38. Ads can have many types of goals Sales Generate leads Brand awareness
  39. 39. SALES & LEADS: CONVERSION RATE
  40. 40. BRAND AWARENESS: CLICK THROUGH RATE
  41. 41. Which call to action performed better? GREAT DISCOUNTS ARE HERE BUY TICKETS NOW VS
  42. 42. THANK YOU