Why Your Ad Campaign Sucks
•
4 likes•1,083 views
Creating interesting, engaging and high-performing online ads has become almost impossible. With the onslaught of cheap, do-it-yourself advertising websites are now covered in terrible ads, blinding the user. Dan will discuss the history of online advertising, starting with the first banner ad in 1994 to the dot com bust that forever changed online advertising. In this new landscape, companies need to do more than just capture the user’s attention. Dan will also provide the tenets to develop this new breed of successful, online ads and ensure your ads won’t suck.
Recommended
More Related Content
Viewers also liked
Viewers also liked (12)
Recently uploaded
Recently uploaded (20)
Why Your Ad Campaign Sucks
- 1. Founded on Valentines Day, 2012. NYC Made. WHY YOUR AD CAMPAIGN SUCKS JULY 11, 2013 DAN MERRITTS DAN@EFSHARP.COM @DMERRITTS
- 2. HI THERE… MY NAME IS DAN MERRITTS AND I’M THE CEO AND CO- FOUNDER OF F#.
- 3. I SPENT MOST OF MY CAREER HERE.
- 6. A STINT IN EDUCATION TECH…
- 7. BEFORE GETTING BACK TO MY ADVERTISING ROOTS…
- 9. BAD ADVERTISING IS EVERY WHERE…
- 12. DOES NOTHING FOR YOU…WELL…
- 13. CONTEXT DOES NOT MAKE ADS RELEVANT.
- 14. THERE’S GOT TO BE A BETTER WAY…
- 16. FOR CONSUMERS…
- 17. LET’S START FROM THE BEGINNING…
- 18. HOW’D WE GET HERE?
- 21. OJ…
- 22. AMERICA ONLINE
- 24. GUESS WHO WAS FIRST WITH THIS BEAUTY?
- 28. EARLY VIDEO SHOWED PROMISE. AND, THEN BECAME TOO INTERRUPTIVE.
- 29. MORE LIKELY TO COMPLETE NAVY SEAL TRAINING THAN CLICK A BANNER AD…
- 30. MORE LIKELY TO CLIMB MOUNT EVEREST THAN CLICK A BANNER AD…
- 32. 99%OF SALES COME FROM PEOPLE WHO DON'T INTERACT WITH ADS
- 33. THE SAME OLD, CROWDED ROAD…
- 34. LET’S BUILD A NEW ROAD
- 35. 5 TENETS OF SUCCESSFUL ONLINE ADVERTISING
- 36. 1 PERSONALIZED
- 38. Reward the User 2 REWARDING
- 40. 3 CONNECTION
- 43. CONNECT TO CONTENT RICH, DEEP ROOTED PASSION POINTS…
- 44. 4 USEFUL
- 45. TOTAL INFORMATION DOUBLES EVERY TWO YEARS
- 46. BE A FRIEND HELP USERS DISCOVER NEW CONTENT THEY’LL LOVE
- 47. Additive, Not Obstructive 5 GO NATIVE
- 49. UNCHAIN YOUR AD CAMPAIGN
- 50. 5 NATIVE 4 USEFUL 3 CONNECTED 2 REWARDING 1 PERSONALIZED MAKE YOUR NEXT AD CAMPAIGN
Editor's Notes
- Bad Advertising comes in many shapes and sizes
- Bad Advertising comes in many shapes and sizes
- Annoying.
- Uninviting
- Does nothing for the user
- Bad placements
- There’s got to be a better way
- So how did we get here?To figure it out, we have to go back
- Not that far back
- Way back
- Back to 1994
- Bill Clinton was president
- OJ’s white bronco was national news
- AOL loved to send us CDs in the mail.
- And Hotwired, the first commercial web magazine was launched. Complete with the very first banner ad.
- Take a look. Any guesses on who the advertiser was? Right, it was AT&T
- Banner ads were so new and unique, people were clicking just to see what was happeningFor years, ads were only focused on getting clicks. Driving traffic to a website. It wasn’t smart, or targeted, but it worked. In 1998, Hotwired was selling banner ad space to AT&T and Zima (remember Zima?) that showed a 30% click-through rate. In 1999, the internet advertising industry reached $2 billion.
- In 2000,Google saw an opportunity to sell targeted ads in their search results, enabling the first targeted advertising.
- After the bubble burst in 2001, advertising was no longer sold by the trunk loads. So new technologies had to be looked at, to bring online advertising into the 21st century. One famous, or should I say infamous, new approach to advertising were the annoying pop-up ads, that popped up anytime you opened a website.
- Companies also turned to video advertising and more recently, social media ads But it was too late, by then consumers had already caught on, they started to realize which elements were ads, and began to block the ads out.Now they pretty much block everything out.
- More likely to complete Navy Seal training than click a banner ad
- More Likely to climb Mount Everest than click a banner ad
- Only 8% of internet users account for 85% of clicks on display ads (and some of them aren’t even humans!)
- Each slide for one point – 4 slides
- So here we are traveling down the same road. Everyone keeps doing the same thing, and creating the same old ads that no one will pay attention to
- Now is the time to build a new road, to create better ads.It can seem dangerous and unpredictable and it may not get you to where you want to go – but I’m here to tell you. This is the road you want to takeI’ve travelled down this road and have some tips for you to help create more powerful, interesting ads
- To get us there, we need to follow the five tenets of good advertising
- - Citeron
- Most ads out there are only looking for clicks to a websiteThey aren’t interactive, and if they are, there’s no real benefit to the user after they have spent all this time in the adWe’ve seen time and time again, that if you reward the user with something for their time, you’ll see higher engagement rates and more time in the ads themselvesIt can be anything from a discount, all the way to content like a playlist that they find valuable
- It can be anything from a discount, all the way to content like a playlist that they find valuable
- http://www.slideshare.net/TheARF/03-d2-kifkovnerzifflevinestewartv07
- http://www.slideshare.net/TheARF/03-d2-kifkovnerzifflevinestewartv07
- http://www.forbes.com/sites/jeffbercovici/2013/05/03/study-shows-native-ads-outperform-banners-mostly/
- So many times, ads aren’t relevant to us. I get a dog commercial, but I don’t own a dog, or a car ad when I live in NYC. We need to stop and understand our audience better and strive to make sure the ad is always relevant to them.And useful. If the ad is just sitting there and doesn’t help provide some additional service or information, it’s not useful. By adding in new content and details, users will engage more.
- http://mashable.com/2011/06/27/data-infographic/
- http://mashable.com/2011/06/27/data-infographic/
- Brick wall with a painting on itA few years ago, Apple did a series of takeovers that weren’t obstructive. They weren’t takeovers in the sense that they blocked you from the content you wanted. They were clever and allowed users to experience an ad that played out in real-time.Ads need to add to the experience, be engaging and don’t block from what the user really wants – the content.
- -- Insert another video
- So why does your ad campaign suck? It’s trapped, it’s trapped in the early 2000s. It may be able to implement more technologies to look fancier, but it’s not getting smarter