MAKING GREAT DISPLAY ADS

By Randy Oest

Agency CapabilitiesAgency Capabilities

QUALITATIVE

» Focus Groups » Interviews » Ethnography » Stakeholder Discovery

QUANTITATIVE

» Internet » Written » Phone » Intercept

» Brand Development

» Promise Definition » Integrated Marketing Plans

» Media » Internet Strategy

» Broadcast » Print » Out-of-Home » Direct Mail » Specialty Media » Behaviorally Targeted Online Advertising

» Search Engine Marketing

ELECTRONIC

» TV » Radio » Websites » Online Advertising » Permission Email

PRINT

» Direct Mail » Out-of-Home » Newspaper » Magazine » Collateral » Packaging » Point of Purchase

» Assessment of Advertising Effectiveness

» Creative Analysis » Media Analysis » Website Traffic Analysis

» Lead Quality Analysis

» Geographic Analysis

» Trends

RESEARCH STRATEGY MEDIACREATIVE ANALYTICS

PROUD PAPA

DISPLAY ADSAdvertising on Web sites topromote your business goals.

1 PURPOSE 2 FLOW 3 DESIGN 4 PRODUCTION 5 RESULTS

LET’S TALK ABOUT DISPLAY ADS

Common Sizes• Skyscraper • Medium Rectangle • Billboard

Medium Rectangle 300x250

Billboard 728x90

Skyscraper 160x600

Up-and-coming Sizes• Pandora • Facebook • Mobile • Half page

Half Page 300x600

Pandora 500x500

Facebook 1200x628*

iAds 320x50

1 PURPOSE

Ads can have many types of goals• Sales • Generate leads • Brand awareness

2 FLOW

Display ads are part of something greater

than themselves.

They need a destination that reinforces

why the person clicked.

The results were astoundingly one-sided, with the

no-offer version getting a 74% higher success rate.

Flow Reminders • Relevance • Offer Value • Next Action • Minimize Friction • Reduce Anxiety

3 DESIGN

Design is one of the TOUGHEST parts

Cut! Cut! Cut!

Four Elements

• Headline • Image • Logo • Call to action

Four Elements

Four Elements Fifth Element

Borders Need Contrast

Borders Need Contrast

CALLS TO ACTION !

Calls to action!• Visually striking • Brief • Action-oriented • Easy to understand

GREAT DISCOUNTS ARE HERE !

STOCK UP NOW !

STAY AT A STATE PARK INN !

CONTINUE READING !

LEARN MORE !

READ MORE !

Opportunity for testing

GREAT DISCOUNTS ARE HERE ! BUY TICKETS NOW !

Testing is an important part of crafting a strong campaign.

VS

Surprising results

RICH MEDIA

EXAMPLES OF ADS

4 PRODUCTION

40k Max file size is a challenge.

Challenge Accepted.

More detail means a larger file size.

1/3 smaller

SIMPLIFYING IMAGES

EXAMPLE OF BUILDING AN AD

5 RESULTS

EXAMINE THE RESULTS

Ads can have many types of goals• Sales • Generate leads • Brand awareness

SALES & LEADS: CONVERSION RATE

BRAND AWARENESS: CLICK THROUGH RATE

Which call to action performed better?

GREAT DISCOUNTS ARE HERE ! BUY TICKETS NOW !

VS

THANK YOU