making great display ads
TRANSCRIPT
MAKING GREAT DISPLAY ADS
By Randy Oest
Agency CapabilitiesAgency Capabilities
QUALITATIVE
» Focus Groups » Interviews » Ethnography » Stakeholder Discovery
QUANTITATIVE
» Internet » Written » Phone » Intercept
» Brand Development
» Promise Definition » 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
» Direct Mail » Out-of-Home » Newspaper » Magazine » Collateral » Packaging » Point of Purchase
» Assessment of Advertising Effectiveness
» Creative Analysis » Media Analysis » Website Traffic Analysis
» Lead Quality Analysis
» Geographic Analysis
» Trends
RESEARCH STRATEGY MEDIACREATIVE ANALYTICS
PROUD PAPA
DISPLAY ADSAdvertising on Web sites topromote your business goals.
1 PURPOSE 2 FLOW 3 DESIGN 4 PRODUCTION 5 RESULTS
LET’S TALK ABOUT DISPLAY ADS
Common Sizes• Skyscraper • Medium Rectangle • Billboard
Medium Rectangle 300x250
Billboard 728x90
Skyscraper 160x600
Up-and-coming Sizes• Pandora • Facebook • Mobile • Half page
Half Page 300x600
Pandora 500x500
Facebook 1200x628*
iAds 320x50
1 PURPOSE
Ads can have many types of goals• Sales • Generate leads • Brand awareness
2 FLOW
Display ads are part of something greater
than themselves.
They need a destination that reinforces
why the person clicked.
The results were astoundingly one-sided, with the
no-offer version getting a 74% higher success rate.
Flow Reminders • Relevance • Offer Value • Next Action • Minimize Friction • Reduce Anxiety
3 DESIGN
Design is one of the TOUGHEST parts
Cut! Cut! Cut!
Four Elements
• Headline • Image • Logo • Call to action
Four Elements
Four Elements Fifth Element
Borders Need Contrast
Borders Need Contrast
CALLS TO ACTION !
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 !
Opportunity for testing
GREAT DISCOUNTS ARE HERE ! BUY TICKETS NOW !
Testing is an important part of crafting a strong campaign.
VS
Surprising results
RICH MEDIA
EXAMPLES OF ADS
4 PRODUCTION
40k Max file size is a challenge.
Challenge Accepted.
More detail means a larger file size.
1/3 smaller
SIMPLIFYING IMAGES
EXAMPLE OF BUILDING AN AD
5 RESULTS
EXAMINE THE RESULTS
Ads can have many types of goals• Sales • Generate leads • Brand awareness
SALES & LEADS: CONVERSION RATE
BRAND AWARENESS: CLICK THROUGH RATE
Which call to action performed better?
GREAT DISCOUNTS ARE HERE ! BUY TICKETS NOW !
VS
THANK YOU