GOLDEN RULES FOR ONLINE CREATIVEBranding/Direct ResponseSource: IAB / Dynamic Logic

GOLDEN RULES FOR ONLINE CREATIVE

• Reduce Clutter – use fewer elements in a banner – say more with fewer words– Too much clutter limits a consumers ability to recall the banner in the future. Because there is a

limited window of time a banner has to relay it's message, it must be simple and clear to make a lasting impact. Ideally a banner should have less than 15 textual or graphical elements.

• Make logos prominent and keep them consistent– Clarity is very important to get your message across and will help customers recall your brand

later. To boost clarity and recall, your logo should be larger than 14% of your banner size.

• Include larger ad formats as they are more noticeable in a cluttered environment– Concentrate your media dollars to roadblock a site if this tactic has been determined to be of

value and cost effective

• Include the likeness of a face or an animation in your ad– Including a human face on your banner may unconsciously connect customers with your brand.

• Increase Frequency to Increase Brand Awareness– Data shows that awareness will reach it's peak at five exposures. This may seem like an obvious

component of branding, but it's importance cannot be overlooked. After all, what good is your ad doing if it does not increase brand awareness. The tough part of this rule is the balance between a stale ad and a fresh one. Maybe the solution here is to use an ad template that stays consistent and change the message or landing page from time to time.

GOLDEN RULES FOR ONLINE CREATIVE

• Results of latest Eyetrack III Online Media Effectiveness Study

– Left hand column placement was viewed more than all others

– Ads that blend into the look/feel of an overall page draw more eyes

– Size matters – island ads (those that are placed within editorial

content) and roadblock style half-page can be the best performing

– Mouse-over expandable ads are generally viewed more and longer

than any other ad

GOLDEN RULES FOR ONLINE CREATIVE

• Targeting plays a huge role in driving Direct Response online– Destination, Geographic, Contextual, Demographic, Daypart and Re-Targeting

• Tying an incentive into your ad can increase click through rates– Limited time urgency can produce higher result

• Online exclusive offers tend to perform better when that fact is called out to the user

• Include a call to action: Click here, Click now, tell them how to act

• Animated ads generate a higher click through than non-animated– But animation isn’t everything, animation tied to a clear call to action, enhanced with a

positive induced emotion, supported with an incentive and that is contextually relevant will perform best for click through

• The more a banner is seen, the less the response will be (creative fatigue/frequency)– Rotate your creative or supply multiple creative– Calculate your cost per click or cost per unique user to understand when your messaging is

becoming saturated on a particular site

• The creative messaging in the banner will have a huge effect on the quality of prospects that click-through– Banner ads with positive induced emotions will have a higher click through than ads that

contain no emotion or negative induced emotions