In this summary from Dynamic Logic, Branded rich media is defined as 3 rd -party rich media providers such as PointRoll, EyeBlaster and Unicast. This independent research confirms that rich media is far more effective in delivering increased branding metrics such as awareness, message association, favorability and purchase intent. We are focusing on lift in Brand Awareness and Purchase Intent since those are often the most difficult for a marketer to positively effect.
Best Practices and Recommendations for Creative Execution and Design on the Web or How do you find an audience who will care about what you have to say? Presented by: Glen Caruso Firecracker Digital Group [email_address] 404.788.2008 January 2010
Animate the headline or call-to-action, not the background or supporting graphics. You want to draw attention to what will incite reaction.
Every frame of your banner should contain enough information to understand your offer, as well as a means of response. Avoid elaborate animations that delay the delivery of your core message.
Simple blinking or fade-in/out animations have proven the most successful. If you choose to employ a “storyboard” approach (where you deliver multiple headlines in several frames) make sure that each frame contains a compelling and actionable message – especially the latter.
Mindset: Being a working parent is hard…I need help!
“ Self-set”: How can I be the best for my family? And for myself?
How will you reach this target?
Tell them how you can help them.
What Takes Up A Woman’s Day? Female Internet Users Study Working Women Study Strong performing creative touches upon these things…
Games Marketer: Tyson Objective: Ensure a fun and playful engaging consumer experience, consistent with the TV campaign for female target Communication Vehicle: MSN Games custom Bejeweled game Creative Relevancy: Chores, Preparing Meals, Relaxing Executional Style: - Relaxing diversion to my day - Interactive “Strategy” game genre (women) - Repeat of Tyson Chicken character/logo - Close-up of the YES - Instant WIN - High Contrast RED/YELLOW stand out
”Starting a Family” Sponsorship Marketer: Huggies Objective: Generate product awareness and interest of NEW “baby shaped” Huggies in a targeted, contextually relevant environment Communication Vehicle: MSN Life Events Sponsorship Creative Relevancy: Family, Chores, Child Care Executional Style: - Pictures of babies SELL! - San Serif font - BENEFIT – no leaks! - Primary color – RED - Marketer used bottom ad block to “self-publish” providing content & relevancy - “WIN” - Clickable HUGGIES logo always on bottom RIGHT
Ads within News Channel Marketer: Dove Objective: Dove is helping raise beautiful, secure women Communication Vehicle: MSNBC Homepage & Today Show Creative Relevancy: Family, TV watching, Personal Errands Executional Style: - Pictures of children sell/minimal text - Close-up of face/eyes – draw users in - Consistency of image as users click through (tilted, girls face repeats) - Addresses personal self esteem issues, fears, anxieties – “Am I Normal? Is My Child okay? Am I a Good Mother?” - Question/”I believe” format makes users unconsciously think …”Hmmm? Do I agree with this statement?” - Clickable Dove logo in bottom right corner
Click on images in slide mode to view demos Expandable Universal 100K+ Snap-Back Floater Local Delivery Polite Download Pre-Expanded Dynamic Data More Rich Media Examples (Pointroll)
More Rich Media Examples (Interpolls) Question-based interactivity CPG: http://demos.interpolls.com/demos/sunmaid/728x90.html - Print recipe/send to a friend http://demos.interpolls.com/demos/mccormick/360.html - video, email signups, downloads Financial: http://demos.interpolls.com/demos/special/moneysbestfriend.html - tabbed content, resource locator http://demos.interpolls.com/demos/capitalone/300.html - interactive flash CSR: http://demos.interpolls.com/demos/ihop/funcake.html - video, store locator http://demos.interpolls.com/demos/wendys/frescata.html - interactive flash Auto: http://demos.interpolls.com/demos/hyundai/veracruz7.html - videos, gallery, downloads http://demos.interpolls.com/demos/scion/w2bs.html - half banner expanding video Standard Rich Media CPG: http://demos.interpolls.com/demos/frontline/2007.html - rollover to play video CSR: http://demos.interpolls.com/demos/ocharleys/ocharleys7.html - expandable Auto: http://demos.interpolls.com/demos/ford/taurus1exp.html - expandable w/ rotating creatives
More Rich Media Examples (EyeWonder) Automotive: Toyota Yaris - AIM Buddy ad – must be viewed in IE http://cdn.eyewonder.com/100125/adWdrDemos/143827/143827_27631_6093_Demo.html Toyota Teen Driver Safety: http://cdn.eyewonder.com/100125/adWdrDemos/728683/728683_93075_14997_Demo.html Nissan Altima Balancing Act - Interactive Game - Viral / Send-to-a-friend feature http://cdn.eyewonder.com/100125/adWdrDemos/424377/424377_93075_13124_Demo.html Nissan Grand Finale: - Interactive Game (Build your own Fireworks show) http://cdn.eyewonder.com/100125/adWdrDemos/551319/551319_88939_14190_Demo.html Nissan Sentra (Dancing) - Interactive Game - Viral / Send-to-a-friend feature http://cdn.eyewonder.com/100125/adWdrDemos/270019/270019_93075_10513_Demo.html Mazda Speed 6: - Zip code locator - Downloads http://cdn.eyewonder.com/100125/adWdrDemos/98130/98130_88939_3159_Demo.html Landrover: -Mouseover video panel functionality http://cdn.eyewonder.com/100125/adWdrDemos/84544/84544_93075_3374_Demo.html Nissan M Headlights: - Full-page takeover http://cdn.eyewonder.com/100125/adWdrDemos/374935/374935_93075_10267_Demo.html
More Rich Media Examples (EyeWonder) Consumer Packaged Goods: Bertolli: - Print recipes directly from banner http://cdn.eyewonder.com/100125/adWdrDemos/823442/823442_88948_24331_Demo.html Lays: - Synched roadblock - Interactivity between units http://cdn.eyewonder.com/100125/adWdrDemos/465127/465127_464851_12963_13010_Demo.html Coke Zero: - Multi-video execution - Downloadable video clips from banner - Send-to-friend functionality http://cdn.eyewonder.com/100125/adWdrDemos/526965/526965_93075_15152_Demo.html Budweiser Ringtone: - Downloadable ring tone http://cdn.eyewonder.com/100125/adWdrDemos/232449/232449_88939_9213_Demo.html Casual Dining: Chili’s Margarita Madness: http://cdn.eyewonder.com/100125/adWdrDemos/120552/120552_88948_5480_Demo.html Chili’s Margarita Madness Expandable: http://cdn.eyewonder.com/100125/adWdrDemos/201239/201239_93075_5361_Demo.html Chili’s Margarita Madness Floating Ad Unit: http://cdn.eyewonder.com/100125/adWdrDemos/201244/201244_92736_5363_Demo.html Bucca Di Beppo: http://cdn.eyewonder.com/100125/adWdrDemos/421468/421468_253763_13212_Demo.html Bucca Di Beppo: http://cdn.eyewonder.com/100125/adWdrDemos/421578/421578_88948_13238_Demo.html