If you don’t have time to devote to measuring the results of your online advertising, or to carefully target your ad placements, don’t worry. Your creative content is a much more important factor in determining the success of an online ad campaign, according to a study by online-ad-research group Dynamic Logic, as reported today by AdAge Digital.
If you’re thinking of doing any online advertising, make sure your creative content is top-notch.
A few of Dynamic Logic’s recommendations for better-performing digital creative:
Highlight the brand prominently throughout the ad. “Intrigue is rarely a good strategy in online campaigns,” the report says. Ads with omnipresent logos had the highest brand and online ad awareness.
Make each second count. Whether it’s brand awareness or a call to action, the ad should support the message at all times. The ad will probably only get one second with the user, so each one counts.
“Reveal” ads don’t work. Get right to the point, because you can’t expect the user to wait around and watch the ad in its entirety. While this applies to all industries, for CPG ads, 1 out of 20 top performers on ad awareness used the reveal format, while 17 out of 20 bottom performers did. Dynamic Logic does cite video and highly entertaining ads as sometimes being exceptions to this rule.
Stay simple. Dynamic Logic recommends using no more than two messages per execution. For example, copy-heavy ads for financial services advertisers tended to underperform on awareness.
Use people. People imagery was found to work especially well for financial services campaigns.
Comments on this entry are closed.