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Display Banners Creative Tips 09/18/11
"NOTICE:  Proprietary and Confidential  All the content of this document (text, figures, lists, financial information...
Why Display Banner? Display advertising is used to  capture the attention  and  drive visits  of potential user/buyers Res...
Why Display Banner?
Why Display Banner?
Why Display Banner?
Why Display Banner?
What have been learned?
Studies from:
10 Commandments
10 Commandments <ul><li>Keep It Simple (KIS) </li></ul><ul><li>Benefits & Value Proposition </li></ul><ul><li>Communicate ...
1.- Keep It Simple (KIS) One or two key ideas  is sufficient to get your offer across.  Any additional copy should be mini...
1.- Keep It Simple (KIS) One or two key ideas  is sufficient to get your offer across.  Any additional copy should be mini...
Keep It Simple (KIS) Big Screen (458x160) -- weaker
Keep It Simple (KIS) Big Screen (458x160) -- weaker Rectangle (300x250) -- stronger
2.- Benefits & Value Proposition Include a clear, compelling message highlighting the benefit of your product or service. ...
2.- Benefits & Value Proposition Include a clear, compelling message highlighting the benefit of your product or service. ...
2.- Benefits & Value Proposition Leaderboard (728x90) -- weaker
2.- Benefits & Value Proposition Leaderboard (728x90) -- weaker Skyscraper (160x600) -- stronger
3.- Communicate brand & logo Keep your brand or product  logo  in front of users  in all frames . This will highlight your...
3.- Communicate brand & logo
3.- Communicate brand & logo
3.- Communicate brand & logo
3.- Communicate brand & logo
3.- Communicate brand & logo
3.- Communicate brand & logo
3.- Communicate brand & logo
4.- Pricing & Promotions Promotions Increase Performance - An ad with a  promotion  (“chance to win”) can  increase  avera...
4.- Pricing & Promotions Promotions Increase Performance - An ad with a  promotion  (“chance to win”) can  increase  avera...
5.- Emotions (Sex & Free) Shameless, But True: Sex Sells -  Adding attractive people  to your creative is more likely to i...
5.- Emotions (Sex & Free) Shameless, But True: Sex Sells -  Adding attractive people  to your creative is more likely to i...
5.- Emotions (Sex & Free) The hotel industry, one highly steeped in response measurement, has taken particular notice to t...
6.- Strong Headline & Urgency A strong headline or provocative question will capture attention and  boost response . Creat...
6.- Strong Headline & Urgency A strong headline or provocative question will capture attention and  boost response . Creat...
7.- Color & Images Coordinate Colors & Images. Match your image or logo, and use easy-to-view colors for backgrounds and f...
7.- Color & Images Coordinate Colors & Images. Match your image or logo, and use easy-to-view colors for backgrounds and f...
7.- Color & Images How many AT&T’s Ads are here?
8.- Text & Images Text and images are processed by different parts of the brain.  Complementary text and images  may help ...
8.- Text & Images Text and images are processed by different parts of the brain.  Complementary text and images  may help ...
8.- Text & Images
9.- Not all are the same (we need many)  <ul><li>A full suite of ad sizes will improve your ad’s chances of appearing on t...
9.- Not all are the same (we need many)  Internet Advertising Bureau ( IAB ) is the organization that develops industry st...
10.- Call-To-Action A  Clear & Succinct  Call-to-Action  An easy to see and read  call-to-action is still an important com...
10.- Call-To-Action A  Clear & Succinct  Call-to-Action  An easy to see and read  call-to-action is still an important com...
10.- Call-To-Action Include a  call-to-action & key message in every frame  of your ad – especially the final frame. When ...
10.- Call-To-Action Include a  call-to-action & key message in every frame  of your ad – especially the final frame. When ...
10.- Call-To-Action Include a call-to-action & key message in every frame of your ad – especially the final frame. When yo...
10.- Call-To-Action Include a call-to-action & key message in every frame of your ad – especially the final frame. When yo...
10.- Call-To-Action Include a call-to-action & key message in every frame of your ad – especially the final frame. When yo...
10.- Call-To-Action This or…
10.- Call-To-Action This… What was talking about that banner?
10.- Call-To-Action While direct call-to-actions such as “Buy Now!“ may be common, they can also be too insistent. Using  ...
10.- Call-To-Action While direct call-to-actions such as “Buy Now!“ may be common, they can also be too insistent. Using  ...
One more…
11.- Make Ad relevant to Landing Page The message on the  page should match the message or promotion in your ad . This can...
11.- Make Ad relevant to Landing Page The message on the  page should match the message or promotion in your ad . This can...
11.- Make Ad relevant to Landing Page The message on the  page should match the message or promotion in your ad . This can...
11.- Make Ad relevant to Landing Page
11.- Make Ad relevant to Landing Page Google Text Ads
11.- Make Ad relevant to Landing Page Google Text Ads
11.- Make Ad relevant to Landing Page Landing Page
11.- Make Ad relevant to Landing Page
11.- Make Ad relevant to Landing Page Registration Form Page
11.- Make Ad relevant to Landing Page Landing Page Registration Form Page
11.- Make Ad relevant to Landing Page
10 Commandments <ul><li>Keep It Simple (KIS) </li></ul><ul><li>Benefits & Value Proposition </li></ul><ul><li>Communicate ...
Salomon Dayan: Email: sdayan@lih.com Twitter : http://twitter.com/sedayanr LinkedIn: http://do.linkedin.com/in/salomondaya...
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Display banners creative tips Sept 2011

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  • Ad:Tech Study 2009 18% of those who were exposed to a brand campaign online, later went and researched the brand online 30% actually visited the website for that respective brand exposure
  • These visitors were also more engaged with the brand&apos;s website: + The time on site increased 55% + Page views increased 50%
  • Sales: + Those that WERE NOT exposed to a brand campaign spent on average $227 + Those that WERE exposed to a brand campaign saw a 7% increase in average order size
  • Total online display ad spending -- including online video, banner ads, rich media and sponsorships -- has already brought the category close to the range of investments in search engine marketing. According to the latest market study by eMarketer, this year U.S advertisers will spend $14.38 billion on search ads and $12.33 billion on online display -- that&apos;s up by 19.8 percent and 24.5 percent, respectively, over 2010 spending
  • Don&apos;t make the consumer work too hard to understand your ad. The study showed that clear, singular images without a lot of clutter had the most impact and highest recall.
  • PhotoShelter’s visitors were anxious to try out the product. PhotoShelter already had a free version, but it had limited features, and an analysis of the business data revealed that it wasn’t particularly effective in persuading users to upgrade to the paid versions. On the other hand, we found that once a user tried the fully functional version of PhotoShelter, they were much more likely to continue to use it. Armed with this insight, we established that our goal was to get as many visitors as possible to try out the fully functional paid version, by offering a no-risk $1 trial of it. The new conversion funnel was more popular with visitors, as determined by a split test.
  • PhotoShelter’s visitors were anxious to try out the product. PhotoShelter already had a free version, but it had limited features, and an analysis of the business data revealed that it wasn’t particularly effective in persuading users to upgrade to the paid versions. On the other hand, we found that once a user tried the fully functional version of PhotoShelter, they were much more likely to continue to use it. Armed with this insight, we established that our goal was to get as many visitors as possible to try out the fully functional paid version, by offering a no-risk $1 trial of it. The new conversion funnel was more popular with visitors, as determined by a split test.
  • Transcript of "Display banners creative tips Sept 2011"

    1. 1. Display Banners Creative Tips 09/18/11
    2. 2. &quot;NOTICE: Proprietary and Confidential All the content of this document (text, figures, lists, financial information, graphics, design, diagrams, as well as other graphic elements and/or audio and videos), whichever is the format used (paper or electronic), is confidential and proprietary to LIH. This document includes ideas and information based on the experience, know-how, intellectual/creative effort of LIH. For these reasons, this material shall not be used, reproduced, copied, disclosed, transmitted, transformed, commercialised or communicated, in whole or in part, neither to third parties to the public, without the express and written consent of LIH ” Sources: http://community.microsoftadvertising.com/blogs/advertising/archive/2009/11/06/the-silent-click-increase-brand-awareness-online-adtech-new-york-2009.aspx http://www.marketingcharts.com/interactive/display-clickers-take-big-nosedive-drop-by-50-10635/ http://insights.marinsoftware.com/display/using-display-ads-to-support-your-search-marketing/ http://adwords.blogspot.com/2011/09/display-creative-checklist-building.html http://www.retargeter.com/general/10-best-practices-for-creating-effective-banner-ads-for-retargeting http://www.marketingexperiments.com/ad-optimization/banner-ad-design.html Yahoo Best Practices Presentation http://dhdeans.blogspot.com/2011/06/us-advertisers-spend-313b-for-online.html Diciembre 2004, Ignited Minds, CNET/Game Spot y Roper Starch Communications crearon un ‘ online research ’ usando un método similar al de Starch para print (Starch Effectiveness of Print Advertising analiza prints desde 1934) http://www.imediaconnection.com/content/6709.imc http://i.factmonster.com/images/FM-MediaKit- adplace_screen.png http://www.conversion-rate-experts.com/blog / http://www.marketingexperiments.com/images/multifiles/articulate/webclinic-07-21-10/ player.html
    3. 3. Why Display Banner? Display advertising is used to capture the attention and drive visits of potential user/buyers Research has shown that online display ads generate significant lift in search, online and offline sales, and site visits - whether they clicked on the ad or not.
    4. 4. Why Display Banner?
    5. 5. Why Display Banner?
    6. 6. Why Display Banner?
    7. 7. Why Display Banner?
    8. 8. What have been learned?
    9. 9. Studies from:
    10. 10. 10 Commandments
    11. 11. 10 Commandments <ul><li>Keep It Simple (KIS) </li></ul><ul><li>Benefits & Value Proposition </li></ul><ul><li>Communicate Brand & Logo </li></ul><ul><li>Pricing & Promotion </li></ul><ul><li>Emotions (Sex & Free) </li></ul><ul><li>Strong Headline & Urgency </li></ul><ul><li>Colors & Images </li></ul><ul><li>Text & Images </li></ul><ul><li>Not all are the same (we need many) </li></ul><ul><li>Call-To-Action </li></ul>
    12. 12. 1.- Keep It Simple (KIS) One or two key ideas is sufficient to get your offer across. Any additional copy should be minimal and supportive.
    13. 13. 1.- Keep It Simple (KIS) One or two key ideas is sufficient to get your offer across. Any additional copy should be minimal and supportive. One Simple Message: Free BLUE SYNCH. All other copy supports that single message. Multiple Messages: New technology, rollover minutes, get started…confuses the consumer.
    14. 14. Keep It Simple (KIS) Big Screen (458x160) -- weaker
    15. 15. Keep It Simple (KIS) Big Screen (458x160) -- weaker Rectangle (300x250) -- stronger
    16. 16. 2.- Benefits & Value Proposition Include a clear, compelling message highlighting the benefit of your product or service. If your ad is animated, consider presenting a value proposition in each frame. You must quickly answer the question: &quot;What's in it for me?&quot;
    17. 17. 2.- Benefits & Value Proposition Include a clear, compelling message highlighting the benefit of your product or service. If your ad is animated, consider presenting a value proposition in each frame. You must quickly answer the question: &quot;What's in it for me?&quot;
    18. 18. 2.- Benefits & Value Proposition Leaderboard (728x90) -- weaker
    19. 19. 2.- Benefits & Value Proposition Leaderboard (728x90) -- weaker Skyscraper (160x600) -- stronger
    20. 20. 3.- Communicate brand & logo Keep your brand or product logo in front of users in all frames . This will highlight your brand and can heighten credibility and increase your click-through rate. Communicate the brand from the first frame is critical to establishing a clear association of the brand with your audience. If this isn’t possible, include your logo in the final frame of animated ads to ensure your brand shows after animation has ended. International websites do not allow animated looping.
    21. 21. 3.- Communicate brand & logo
    22. 22. 3.- Communicate brand & logo
    23. 23. 3.- Communicate brand & logo
    24. 24. 3.- Communicate brand & logo
    25. 25. 3.- Communicate brand & logo
    26. 26. 3.- Communicate brand & logo
    27. 27. 3.- Communicate brand & logo
    28. 28. 4.- Pricing & Promotions Promotions Increase Performance - An ad with a promotion (“chance to win”) can increase average click rates by 20-30%. Source: Yahoo! Internal Data, Q4, 2006.
    29. 29. 4.- Pricing & Promotions Promotions Increase Performance - An ad with a promotion (“chance to win”) can increase average click rates by 20-30%. The Reebok banner with the promotion witnessed a dramatic increase in CTR. Source: Yahoo! Internal Data, Q4, 2006.
    30. 30. 5.- Emotions (Sex & Free) Shameless, But True: Sex Sells - Adding attractive people to your creative is more likely to increase response rates. It’s an old advertising adage, but it still holds true on the Web today.
    31. 31. 5.- Emotions (Sex & Free) Shameless, But True: Sex Sells - Adding attractive people to your creative is more likely to increase response rates. It’s an old advertising adage, but it still holds true on the Web today. Same headline, same copy, but the ad with the pretty girl in the convertible yielded a conversion rate 3x better.
    32. 32. 5.- Emotions (Sex & Free) The hotel industry, one highly steeped in response measurement, has taken particular notice to the benefits of the word FREE. People like free stuff. It’s that simple. Adding the word free to your creative, when possible, will increase response.
    33. 33. 6.- Strong Headline & Urgency A strong headline or provocative question will capture attention and boost response . Create a sense of urgency in your ad; referring to deadlines or limits in quantity and availability can persuade users to give your message consideration right away
    34. 34. 6.- Strong Headline & Urgency A strong headline or provocative question will capture attention and boost response . Create a sense of urgency in your ad; referring to deadlines or limits in quantity and availability can persuade users to give your message consideration right away
    35. 35. 7.- Color & Images Coordinate Colors & Images. Match your image or logo, and use easy-to-view colors for backgrounds and fonts. Avoid White Background Ads
    36. 36. 7.- Color & Images Coordinate Colors & Images. Match your image or logo, and use easy-to-view colors for backgrounds and fonts. Avoid White Background Ads GEICO ’s rich background and vibrant colors make this ad burst from the page.
    37. 37. 7.- Color & Images How many AT&T’s Ads are here?
    38. 38. 8.- Text & Images Text and images are processed by different parts of the brain. Complementary text and images may help viewers remember your ad long after they have seen it.
    39. 39. 8.- Text & Images Text and images are processed by different parts of the brain. Complementary text and images may help viewers remember your ad long after they have seen it.
    40. 40. 8.- Text & Images
    41. 41. 9.- Not all are the same (we need many) <ul><li>A full suite of ad sizes will improve your ad’s chances of appearing on those sites. Not all Ad units are equal. One size cannot ‘fit’ everything : </li></ul><ul><li>Large rectangle (300x250): Rich in visuals and movements </li></ul><ul><li>Leaderboards (728x90): names of products, product images or launching dates </li></ul><ul><li>Skyscrapers (120x600): show a ‘full sized images’ like models </li></ul>
    42. 42. 9.- Not all are the same (we need many) Internet Advertising Bureau ( IAB ) is the organization that develops industry standards, conducts research, and provides legal support for the online advertising industry – Core Ad Units (Banner Sizes: Width x Height)
    43. 43. 10.- Call-To-Action A Clear & Succinct Call-to-Action An easy to see and read call-to-action is still an important component to increasing click-through rates.
    44. 44. 10.- Call-To-Action A Clear & Succinct Call-to-Action An easy to see and read call-to-action is still an important component to increasing click-through rates. Subtle animation around an extremely clear-cut call-to-action makes for easy response.
    45. 45. 10.- Call-To-Action Include a call-to-action & key message in every frame of your ad – especially the final frame. When your animation stops, your ad will continue to compel action from users.
    46. 46. 10.- Call-To-Action Include a call-to-action & key message in every frame of your ad – especially the final frame. When your animation stops, your ad will continue to compel action from users.
    47. 47. 10.- Call-To-Action Include a call-to-action & key message in every frame of your ad – especially the final frame. When your animation stops, your ad will continue to compel action from users.
    48. 48. 10.- Call-To-Action Include a call-to-action & key message in every frame of your ad – especially the final frame. When your animation stops, your ad will continue to compel action from users.
    49. 49. 10.- Call-To-Action Include a call-to-action & key message in every frame of your ad – especially the final frame. When your animation stops, your ad will continue to compel action from users.
    50. 50. 10.- Call-To-Action This or…
    51. 51. 10.- Call-To-Action This… What was talking about that banner?
    52. 52. 10.- Call-To-Action While direct call-to-actions such as “Buy Now!“ may be common, they can also be too insistent. Using indirect call-to-actions like “Explore Now“ or short phrases such as “Travel Your Dream“ help encourage action without demanding a strong commitment.
    53. 53. 10.- Call-To-Action While direct call-to-actions such as “Buy Now!“ may be common, they can also be too insistent. Using indirect call-to-actions like “Explore Now“ or short phrases such as “Travel Your Dream“ help encourage action without demanding a strong commitment.
    54. 54. One more…
    55. 55. 11.- Make Ad relevant to Landing Page The message on the page should match the message or promotion in your ad . This can have a positive impact on your users, conversion rate, and quality score. Remember to match the look & feel of your ad to the landing page.
    56. 56. 11.- Make Ad relevant to Landing Page The message on the page should match the message or promotion in your ad . This can have a positive impact on your users, conversion rate, and quality score. Remember to match the look & feel of your ad to the landing page. 300x250 – Display Ad
    57. 57. 11.- Make Ad relevant to Landing Page The message on the page should match the message or promotion in your ad . This can have a positive impact on your users, conversion rate, and quality score. Remember to match the look & feel of your ad to the landing page. 300x250 – Display Ad Landing Page
    58. 58. 11.- Make Ad relevant to Landing Page
    59. 59. 11.- Make Ad relevant to Landing Page Google Text Ads
    60. 60. 11.- Make Ad relevant to Landing Page Google Text Ads
    61. 61. 11.- Make Ad relevant to Landing Page Landing Page
    62. 62. 11.- Make Ad relevant to Landing Page
    63. 63. 11.- Make Ad relevant to Landing Page Registration Form Page
    64. 64. 11.- Make Ad relevant to Landing Page Landing Page Registration Form Page
    65. 65. 11.- Make Ad relevant to Landing Page
    66. 66. 10 Commandments <ul><li>Keep It Simple (KIS) </li></ul><ul><li>Benefits & Value Proposition </li></ul><ul><li>Communicate Brand & Logo </li></ul><ul><li>Pricing & Promotion </li></ul><ul><li>Emotions (Sex & Free) </li></ul><ul><li>Strong Headline & Urgency </li></ul><ul><li>Colors & Images </li></ul><ul><li>Text & Images </li></ul><ul><li>Not all are the same (we need many) </li></ul><ul><li>Call-To-Action </li></ul>
    67. 67. Salomon Dayan: Email: sdayan@lih.com Twitter : http://twitter.com/sedayanr LinkedIn: http://do.linkedin.com/in/salomondayan Website: http://lih.com/ Thank you
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