making great display ads
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- 1. MAKING GREAT DISPLAY ADS By Randy Oest
- 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. PROUD PAPA
- 4. DISPLAY ADS Advertising on Web sites to promote your business goals.
- 5. 1 PURPOSE 2 FLOW 3 DESIGN 4 PRODUCTION 5 RESULTS
- 6. LETS TALK ABOUT DISPLAY ADS
- 7. Common Sizes Skyscraper Medium Rectangle Billboard Medium Rectangle 300x250 Billboard 728x90 Skyscraper 160x600
- 8. Up-and-coming Sizes Pandora Facebook Mobile Half page Half Page 300x600 Pandora 500x500 Facebook 1200x628* iAds 320x50
- 9. 1 PURPOSE
- 10. Ads can have many types of goals Sales Generate leads Brand awareness
- 11. 2 FLOW
- 12. Display ads are part of something greater than themselves.
- 13. They need a destination that reinforces why the person clicked.
- 14. The results were astoundingly one-sided, with the no-offer version getting a 74% higher success rate.
- 15. Flow Reminders Relevance Offer Value Next Action Minimize Friction Reduce Anxiety
- 16. 3 DESIGN
- 17. Design is one of the TOUGHEST parts
- 18. Cut! Cut! Cut!
- 19. Four Elements Headline Image Logo Call to action
- 20. Four Elements
- 21. Four Elements Fifth Element
- 22. Borders Need Contrast
- 23. Borders Need Contrast
- 24. CALLS TO ACTION
- 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. Opportunity for testing GREAT DISCOUNTS ARE HERE BUY TICKETS NOW Testing is an important part of crafting a strong campaign. VS
- 27. Surprising results
- 28. RICH MEDIA
- 29. EXAMPLES OF ADS
- 30. 4 PRODUCTION
- 31. 40k Max file size is a challenge.
- 32. Challenge Accepted.
- 33. More detail means a larger file size. 1/3 smaller
- 34. SIMPLIFYING IMAGES
- 35. EXAMPLE OF BUILDING AN AD
- 36. 5 RESULTS
- 37. EXAMINE THE RESULTS
- 38. Ads can have many types of goals Sales Generate leads Brand awareness
- 39. SALES & LEADS: CONVERSION RATE
- 40. BRAND AWARENESS: CLICK THROUGH RATE
- 41. Which call to action performed better? GREAT DISCOUNTS ARE HERE BUY TICKETS NOW VS
- 42. THANK YOU
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