Display banners creative tips Sept 2011

Display Banners Creative Tips

09/18/11

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All the content of this document (text, figures, lists, financial information, graphics, design, diagrams, as well as other graphic elements and/or audio

and videos), whichever is the format used (paper or electronic), is confidential and proprietary to LIH. This document includes ideas and information

based on the experience, know-how, intellectual/creative effort of LIH. For these reasons, this material shall not be used, reproduced, copied,

disclosed, transmitted, transformed, commercialised or communicated, in whole or in part, neither to third parties to the public, without the express

and written consent of LIH”

Sources:

http://community.microsoftadvertising.com/blogs/advertising/archive/2009/11/06/the-silent-click-increase-brand-awarenes

s-online-adtech-new-york-2009.aspx

http://www.marketingcharts.com/interactive/display-clickers-take-big-nosedive-drop-by-50-10635/

http://insights.marinsoftware.com/display/using-display-ads-to-support-your-search-marketing/

http://adwords.blogspot.com/2011/09/display-creative-checklist-building.html

http://www.retargeter.com/general/10-best-practices-for-creating-effective-banner-ads-for-retargeting

http://www.marketingexperiments.com/ad-optimization/banner-ad-design.html

Yahoo Best Practices Presentation

http://dhdeans.blogspot.com/2011/06/us-advertisers-spend-313b-for-online.html

Diciembre 2004, Ignited Minds, CNET/Game Spot y Roper Starch Communications crearon un ‘online research’ usando un

método similar al de Starch para print (Starch Effectiveness of Print Advertising analiza prints desde 1934)

http://www.imediaconnection.com/content/6709.imc

http://i.factmonster.com/images/FM-MediaKit-adplace_screen.png

http://www.conversion-rate-experts.com/blog/

http://www.marketingexperiments.com/images/multifiles/articulate/webclinic-07-21-10/player.html

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Why Display Banner?Why Display Banner?

Display advertising is used to capture the attention and drive visits of potential user/buyers

Research has shown that online display ads generate significant lift in search, online and offline sales, and site visits - whether they clicked on the ad or not.

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What What have have been been

learned?learned?

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Studies from:Studies from:

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10 10 CommandmentCommandment

ss

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10 Commandments10 Commandments

1. Keep It Simple (KIS)2. Benefits & Value Proposition3. Communicate Brand & Logo4. Pricing & Promotion5. Emotions (Sex & Free)6. Strong Headline & Urgency7. Colors & Images8. Text & Images9. Not all are the same (we need many)10.Call-To-Action

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1.- Keep It Simple (KIS)1.- Keep It Simple (KIS)

One or two key ideas is sufficient to get your offer across. Any additional copy should be minimal and supportive.

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1.- Keep It Simple (KIS)1.- Keep It Simple (KIS)

One or two key ideas is sufficient to get your offer across. Any additional copy should be minimal and supportive.

One Simple Message: Free BLUE SYNCH. All other copy supports that single message.

Multiple Messages: New technology, rollover minutes, get started…confuses the consumer.

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Keep It Simple (KIS)Keep It Simple (KIS)

Big Screen (458x160) -- weaker

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Keep It Simple (KIS)Keep It Simple (KIS)

Big Screen (458x160) -- weaker

Rectangle (300x250) -- stronger

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2.- Benefits & Value 2.- Benefits & Value PropositionProposition

Include a clear, compelling message highlighting the benefit of your product or service. If your ad is animated, consider presenting a value proposition in each frame. You must quickly answer the question: "What's in it for me?"

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Include a clear, compelling message highlighting the benefit of your product or service. If your ad is animated, consider presenting a value proposition in each frame. You must quickly answer the question: "What's in it for me?"

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Leaderboard (728x90) -- weaker

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Leaderboard (728x90) -- weaker

Skyscraper (160x600) -- stronger

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3.- Communicate brand & logo3.- Communicate brand & logo

Keep your brand or product logo in front of users in all frames. This will highlight your brand and can heighten credibility and increase your click-through rate.

Communicate the brand from the first frame is critical to establishing a clear association of the brand with your audience.

If this isn’t possible, include your logo in the final frame of animated ads to ensure your brand shows after animation has ended. International websites do not allow animated looping.

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4.- Pricing & Promotions4.- Pricing & Promotions

Promotions Increase Performance - An ad with a promotion (“chance to win”) can increase average click rates by 20-30%.

Source: Yahoo! Internal Data, Q4, 2006.

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4.- Pricing & Promotions4.- Pricing & Promotions

Promotions Increase Performance - An ad with a promotion (“chance to win”) can increase average click rates by 20-30%.

The Reebok banner with the promotion witnessed a dramatic increase in CTR.

Source: Yahoo! Internal Data, Q4, 2006.

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5.- Emotions (Sex & Free)5.- Emotions (Sex & Free)

Shameless, But True: Sex Sells - Adding attractive people to your creative is more likely to increase response rates. It’s an old advertising adage, but it still holds true on the Web today.

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Shameless, But True: Sex Sells - Adding attractive people to your creative is more likely to increase response rates. It’s an old advertising adage, but it still holds true on the Web today.

Same headline, same copy, but the ad with the pretty girl in the convertible yielded a conversion rate 3x better.

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The hotel industry, one highly steeped in response measurement, has taken particular notice to the benefits of the word FREE.

People like free stuff. It’s that simple. Adding the word free to your creative, when possible, will increase response.

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6.- Strong Headline & Urgency6.- Strong Headline & Urgency

A strong headline or provocative question will capture attention and boost response. Create a sense of urgency in your ad; referring to deadlines or limits in quantity and availability can persuade users to give your message consideration right away

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6.- Strong Headline & Urgency6.- Strong Headline & Urgency

A strong headline or provocative question will capture attention and boost response. Create a sense of urgency in your ad; referring to deadlines or limits in quantity and availability can persuade users to give your message consideration right away

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7.- Color & Images7.- Color & Images

Coordinate Colors & Images. Match your image or logo, and use easy-to-view colors for backgrounds and fonts. Avoid White Background Ads

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Coordinate Colors & Images. Match your image or logo, and use easy-to-view colors for backgrounds and fonts. Avoid White Background Ads

GEICO’s rich background and vibrant colors make this ad burst from the page.

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How many AT&T’s Ads are here?

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8.- Text & Images8.- Text & Images

Text and images are processed by different parts of the brain. Complementary text and images may help viewers remember your ad long after they have seen it.

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Text and images are processed by different parts of the brain. Complementary text and images may help viewers remember your ad long after they have seen it.

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9.- Not all are the same (we need 9.- Not all are the same (we need many) many)

A full suite of ad sizes will improve your ad’s chances of appearing on those sites. Not all Ad units are equal. One size cannot ‘fit’ everything:

•Large rectangle (300x250): Rich in visuals and movements

•Leaderboards (728x90): names of products, product images or launching dates

•Skyscrapers (120x600): show a ‘full sized images’ like models

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9.- Not all are the same (we need 9.- Not all are the same (we need many) many)

Internet Advertising Bureau (IAB) is the organization that develops industry standards, conducts research, and provides legal support for the online advertising industry – Core Ad Units

(Banner Sizes: Width x Height)

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10.- Call-To-Action10.- Call-To-Action

A Clear & Succinct Call-to-Action An easy to see and read call-to-action is still an important component to increasing click-through rates.

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A Clear & Succinct Call-to-Action An easy to see and read call-to-action is still an important component to increasing click-through rates.

Subtle animation around an extremely clear-cut call-to-action makes for easy response.

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Include a call-to-action & key message in every frame of your ad – especially the final frame. When your animation stops, your ad will continue to compel action from users.

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This or…

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This…What was talking about that banner?

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While direct call-to-actions such as “Buy Now!“ may be common, they can also be too insistent. Using indirect call-to-actions like “Explore Now“ or short phrases such as “Travel Your Dream“ help encourage action without demanding a strong commitment.

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While direct call-to-actions such as “Buy Now!“ may be common, they can also be too insistent. Using indirect call-to-actions like “Explore Now“ or short phrases such as “Travel Your Dream“ help encourage action without demanding a strong commitment.

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One more…One more…

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11.- Make Ad relevant to Landing 11.- Make Ad relevant to Landing PagePage

The message on the page should match the message or promotion in your ad. This can have a positive impact on your users, conversion rate, and quality score. Remember to match the look & feel of your ad to the landing page.

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300x250 – Display Ad

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300x250 – Display Ad

Landing Page

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Google Text Ads

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Google Text Ads

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Landing Page

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Registration Form Page

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Landing Page Registration Form Page

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10 Commandments10 Commandments

1. Keep It Simple (KIS)2. Benefits & Value Proposition3. Communicate Brand & Logo4. Pricing & Promotion5. Emotions (Sex & Free)6. Strong Headline & Urgency7. Colors & Images8. Text & Images9. Not all are the same (we need many)10.Call-To-Action

Salomon Dayan:Email: [email protected] : http://twitter.com/sedayanrLinkedIn: http://do.linkedin.com/in/salomondayanWebsite: http://lih.com/

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Thank youThank you

Technology

Display banners creative tips Sept 2011