Posted by: Nikki Burmaster, Marketing Coordinator
While it may seem like super-targeted and high-profile ad placements are the primary drivers of online advertising today, a recent study from ad research group Dynamic Logic suggests that poor creative is a large part of what makes online ads ineffective. While placement and targeting of online ads are very important, they are the distribution system of the ad, whereas the creative is what people actually react to. This is sometimes forgotten in the online space, where real-time reporting and analytics make media extremely complex.
Keeping this in mind, what can you do to best optimize your creative? Here at 90octane we know that creative factors such as persistent branding, strong calls to action and even human faces make for better ad recall, brand awareness, and purchase intent. Here are a few more tips to help maximize the performance of your creative:
- Highlight the brand prominently throughout the ad: Omnipresent logos have the highest brand and online ad awareness
- Make each second count: The ad should support the message at all times, whether it’s brand awareness or a call to action
- “Reveal” ads don’t work: Get right to the point. Users are unlikely to wait around and watch an ad in its entirety
- Stay Simple: Try and avoid using more than two messages per execution
