March 17, 2008
Getting The Most From Your Digital Advertising Campaigns
This AdAge.com article says it best in its ‘Five Platinum Rules’ for Effective Digital Ads:
5. Optimize creative. Pre-testing is relatively rare outside TV, but it can make a difference in digital, too. Marketing Evolution has found much if not most of the variation in campaign effectiveness comes from the creative, not the media buy.
I concur. While spending $2,500 or $10,000+ for rich media banners, Flash overlays, or other forms of interactive ads may be prohibitive, it is worthwhile perhaps to rely less on volume of ads purchased within your media plan in favour of including some form of advanced creative component.
On the other hand, I’ve seen simple animated GIF ads perform better than their costly interactive counterparts, but in all cases the design/pitches were compelling from the getgo. No matter how big or small your brand, the messaging has to be attractive and effective. Typically, dropping some coin on design helps in that department.
Filed under: Client Side, Media Planning, Branding
