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The Psychology of Successful Images By Rob Lenderman


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From the SMX East Conference in New York City, September 27-29, 2016. SESSION: Getting Images Right In Paid Search. PRESENTATION: The Psychology of Successful Images - Given by Rob Lenderman, @boostctr - Boost Media, Co-Founder, Chied Product Officer. #SMX #32B

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The Psychology of Successful Images By Rob Lenderman

  1. 1. #SMX #32B @boostctr Best Practices in Display Creative THE PSYCHOLOGY OF SUCCESSFUL IMAGES
  2. 2. #SMX #32B @boostctr • Messaging insights from search can trigger learnings that inform creative in display ads on Google Display Network, Facebook, Instagram, Snapchat, etc. Using Learnings from Search to Direct Your Display Strategy puzzle games Earn Points And Level Up To Top The Leaderboard! Play For Free Today! The #1 Word Challenge Puzzle Game – Available on Kindle Fire
  3. 3. #SMX #32B @boostctr 5 KEY CREATIVE COMPONENTS 1. Creating calls-to-action with strong messaging & color appeal 2. High resolution images vs. user generated content 3. Length and style of videos 4. Making your ad stand out with the “Rule of Thirds” 5. Showcasing game play or screen grabs within a device What Makes a Display Ad Successful?
  4. 4. #SMX #32B @boostctr 1. Experiment with Custom CTA Overlays • Facebook allows advertisers to choose specific CTA buttons for ads • 5 actions: Shop Now, Learn More, Sign Up, Book Now or Download • Customized CTAs within the image can increase performance
  5. 5. #SMX #32B @boostctr 1. Use a CTA Button Color That Pops • What’s the context of where your ad is being displayed? How can you stand out and get noticed? • Facebook’s News Feed is blue & white. Avoid using too much blue in Facebook ad creative.
  6. 6. #SMX #32B @boostctr 2. High-Resolution Images vs. User Generated Content • High-res, polished stock photos work well for retail and travel to display products and destinations • Images that appear more native and look like they were taken by a user resonate more with services
  7. 7. #SMX #32B @boostctr 3. Length and Style of Video Matters Video Length • Videos between 7-23 seconds perform the best • Introduction should be 3 seconds max • Dive straight into action to capture the attention of your audience Video Style • Animation: works well for mobile gaming, software, or services • Stock: works well for retail and travel to showcase products and destinations • Cartoon or white board drawing: use to show a process or how something works Good Stock Imagery Sites • iStock, Stocksy, Twenty20, Shutterstuck, Pexels, Unsplash, Pond5
  8. 8. #SMX #32B @boostctr This app service saw success with original animated videos.
  9. 9. #SMX #32B @boostctr What Works Best In Mobile Video Ads, *2016 study by AdColony
  10. 10. #SMX #32B @boostctr 4. Rule of Thirds • Rule of thirds is where an image is divided into 9 squares. Points of intersection represent places to position important visual elements • Focal point should not always be the center • Creates more depth & makes images more intriguing
  11. 11. #SMX #32B @boostctr 5. Engage Your Audience with Screen Grabs, Game Play, Hand Play • Mobile apps that feature game play, screen grabs or hand play drive more app installs - especially for gaming, finance, and travel apps • Show users what it’s like to experience your app & what makes it unique
  12. 12. #SMX #32B @boostctr Remember What We Learned 1. Use bold CTA button colors that pop and text overlays 2. Experiment with user generated content 3. Test the length and style of video creative to know what works 4. Follow the “Rule of Thirds” to create more interesting images 5. Show users what it’s like to experience your app
  13. 13. #SMX #32B @boostctr LEARN MORE: UPCOMING @SMX EVENTS THANK YOU! SEE YOU AT THE NEXT #SMX GET IN TOUCH Rob Lenderman Co-Founder & Chief Product Officer