designing effective display ads
TRANSCRIPT
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?