Designing Effective Display Ads

DESIGNING EFFECTIVE DISPLAY ADS BEST PRACTICES FOR DISPLAY ADVERTISING

CONTENTS

1. Past, Present, Future2. Static Best Practices3. Animation Formulas4. Technical Considerations

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DESIGNING EFFECTIVE DISPLAY ADS BEST PRACTICES FOR DISPLAY ADVERTISING

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PAST, PRESENT, FUTURE

DESIGNING EFFECTIVE DISPLAY ADS BEST PRACTICES FOR DISPLAY ADVERTISING

Display ads are Traditional in concept, Digital in execution

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DESIGNING EFFECTIVE DISPLAY ADS BEST PRACTICES FOR DISPLAY ADVERTISING

Spray-&-PrayDisplay ads fit into the traditional advertising media buy

● Come up with an idea for a TV spot● Reformat it for Print● Repurpose for Display Ads

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TV / PRINT / BANNERS

IN-STORE / ECOMMERCE

DESIGNING EFFECTIVE DISPLAY ADS BEST PRACTICES FOR DISPLAY ADVERTISING

ContextDisplay Ads benefit greatly from being contextually relevant to their target (especially on mobile)

● User location● Time of day● Current weather● Website the ad is embedded in

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Same ad served in morning, afternoon, or evening

DESIGNING EFFECTIVE DISPLAY ADS BEST PRACTICES FOR DISPLAY ADVERTISING

RetargetingMore user data across devices provides more powerful retargeting

● Context can get more specific to the user journey

● Messaging can change based on location in funnel

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DESIGNING EFFECTIVE DISPLAY ADS BEST PRACTICES FOR DISPLAY ADVERTISING

Less Sale-sy AdsAs content marketing continues to take a bite out of advertising, display ads will become more content oriented

● Look like content rather than ad● Drive user to valuable content

rather than product page

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DESIGNING EFFECTIVE DISPLAY ADS BEST PRACTICES FOR DISPLAY ADVERTISING

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STATIC BEST PRACTICES

DESIGNING EFFECTIVE DISPLAY ADS BEST PRACTICES FOR DISPLAY ADVERTISING

Start with the customer and work backward

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DESIGNING EFFECTIVE DISPLAY ADS BEST PRACTICES FOR DISPLAY ADVERTISING

SimpleClear copy, simple design

● Use a single image● Stick to contrasting, bold (RGB)

colors● Use a few, precise words● Open designs have a 42% higher

click-through rate*● Light backgrounds have a 60%

higher click-through rate*

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*Source: Amazon Trusted Creative Partner Program

DESIGNING EFFECTIVE DISPLAY ADS BEST PRACTICES FOR DISPLAY ADVERTISING

Brand LogosEnhance performance

● Ads with a stand-alone logo have a 15% higher consideration rate*

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*Source: Amazon Trusted Creative Partner Program

DESIGNING EFFECTIVE DISPLAY ADS BEST PRACTICES FOR DISPLAY ADVERTISING

Clear & Correct CTAWhere are you sending people?

● Sending to product page or valuable content?

● What do you want the user to do?● If using a button, place under the

message● Reward messages have a 97% higher

click-through rate*

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*Source: Amazon Trusted Creative Partner Program

DESIGNING EFFECTIVE DISPLAY ADS BEST PRACTICES FOR DISPLAY ADVERTISING

ConsistentUnity in design

● Display ad and the destination site should share design queues

● Click-through website needs visual relationship with original ad

● Start with the design of the destination and then design backwards

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DESIGNING EFFECTIVE DISPLAY ADS BEST PRACTICES FOR DISPLAY ADVERTISING

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ANIMATION FORMULAS

DESIGNING EFFECTIVE DISPLAY ADS BEST PRACTICES FOR DISPLAY ADVERTISING

Get their attention and tell a story

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DESIGNING EFFECTIVE DISPLAY ADS BEST PRACTICES FOR DISPLAY ADVERTISING

When to use AnimatedDo you want to blend in or stand out?

● Animated is good for grabbing attention.

● Would rich media tell a better story?

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DESIGNING EFFECTIVE DISPLAY ADS BEST PRACTICES FOR DISPLAY ADVERTISING

Catch their EyeGet attention before jumping into story

● Introduce first slide through animation reveal

● Make it snappy● Then begin story

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DESIGNING EFFECTIVE DISPLAY ADS BEST PRACTICES FOR DISPLAY ADVERTISING

Simple StoryDon’t assume they’re paying attention

● Keep the story simple● Build on elements rather than

swapping them out● Keep critical storytelling (design)

elements persistent (up-the-whole-time)

● One main thought● Don’t pack too much in

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DESIGNING EFFECTIVE DISPLAY ADS BEST PRACTICES FOR DISPLAY ADVERTISING

RhythmMove to a cadence

● Movement should have variety (like the hook of a song)

● Quick, quick, slow

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DESIGNING EFFECTIVE DISPLAY ADS BEST PRACTICES FOR DISPLAY ADVERTISING

Finish StrongCulminate with a big reveal

● Imagine the curtains open at a play

● Final messaging● CTA● Final frame should work as a

static (works on its own - design first, reverse-engineer)

● 15 seconds of animation

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DESIGNING EFFECTIVE DISPLAY ADS BEST PRACTICES FOR DISPLAY ADVERTISING

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TECHNICAL CONSIDERATIONS

DESIGNING EFFECTIVE DISPLAY ADS BEST PRACTICES FOR DISPLAY ADVERTISING

Design as though you’re the one building it

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DESIGNING EFFECTIVE DISPLAY ADS BEST PRACTICES FOR DISPLAY ADVERTISING

Main SizesMost common display ad sizes

● 300x250● 728x90● 160x600

But many other sizes do exist and will be defined in the specs for your specific job

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728 x 90

160x

600

300 x 250

DESIGNING EFFECTIVE DISPLAY ADS BEST PRACTICES FOR DISPLAY ADVERTISING

Start w/ 300x250Design at high resolution for easy resizing

● 1200x1000, or higher

But remember to size it back down to spec size for reviewing readability and for final handoff to animator/developer

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DESIGNING EFFECTIVE DISPLAY ADS BEST PRACTICES FOR DISPLAY ADVERTISING

ResizingDesign will be different for different sizes

● Long and skinny vs. short and fat

● File size limitations - just because 300x600 is 2x a 300x250 doesn’t mean you have additional file size

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DESIGNING EFFECTIVE DISPLAY ADS BEST PRACTICES FOR DISPLAY ADVERTISING

Design under 40kBackgrounds, colors, PNG’s

● Fewer full-bleed background images

● Check your size specs (40k is common but not the only)

● Fewer colors, closer to RGB primaries

● PNG’s with as little transparency and color variations as possible

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QUESTIONS?