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Designing Effective Display Ads

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Whether you like it or not, sometimes you're going to have to design banner ads. This deck should make it a little less awful by laying out the guardrails and best practices.

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Designing Effective Display Ads

  1. 1. DESIGNING EFFECTIVE DISPLAY ADS BEST PRACTICES FOR DISPLAY ADVERTISING CONTENTS 1. Past, Present, Future 2. Static Best Practices 3. Animation Formulas 4. Technical Considerations 2
  2. 2. DESIGNING EFFECTIVE DISPLAY ADS BEST PRACTICES FOR DISPLAY ADVERTISING 3 PAST, PRESENT, FUTURE
  3. 3. DESIGNING EFFECTIVE DISPLAY ADS BEST PRACTICES FOR DISPLAY ADVERTISING Display ads are Traditional in concept, Digital in execution 4
  4. 4. DESIGNING EFFECTIVE DISPLAY ADS BEST PRACTICES FOR DISPLAY ADVERTISING Spray-&-Pray Display ads fit into the traditional advertising media buy ● Come up with an idea for a TV spot ● Reformat it for Print ● Repurpose for Display Ads 5 TV / PRINT / BANNERS IN-STORE / ECOMMERCE
  5. 5. DESIGNING EFFECTIVE DISPLAY ADS BEST PRACTICES FOR DISPLAY ADVERTISING Context Display Ads benefit greatly from being contextually relevant to their target (especially on mobile) ● User location ● Time of day ● Current weather ● Website the ad is embedded in 6 Same ad served in morning, afternoon, or evening
  6. 6. DESIGNING EFFECTIVE DISPLAY ADS BEST PRACTICES FOR DISPLAY ADVERTISING Retargeting More user data across devices provides more powerful retargeting ● Context can get more specific to the user journey ● Messaging can change based on location in funnel 7
  7. 7. DESIGNING EFFECTIVE DISPLAY ADS BEST PRACTICES FOR DISPLAY ADVERTISING Less Sale-sy Ads As content marketing continues to take a bite out of advertising, display ads will become more content oriented ● Look like content rather than ad ● Drive user to valuable content rather than product page 8
  8. 8. DESIGNING EFFECTIVE DISPLAY ADS BEST PRACTICES FOR DISPLAY ADVERTISING 9 STATIC BEST PRACTICES
  9. 9. DESIGNING EFFECTIVE DISPLAY ADS BEST PRACTICES FOR DISPLAY ADVERTISING Start with the customer and work backward 10
  10. 10. DESIGNING EFFECTIVE DISPLAY ADS BEST PRACTICES FOR DISPLAY ADVERTISING Simple Clear copy, simple design ● Use a single image ● Stick to contrasting, bold (RGB) colors ● Use a few, precise words ● Open designs have a 42% higher click-through rate* ● Light backgrounds have a 60% higher click-through rate* 11 *Source: Amazon Trusted Creative Partner Program
  11. 11. DESIGNING EFFECTIVE DISPLAY ADS BEST PRACTICES FOR DISPLAY ADVERTISING Brand Logos Enhance performance ● Ads with a stand-alone logo have a 15% higher consideration rate* 12 *Source: Amazon Trusted Creative Partner Program
  12. 12. DESIGNING EFFECTIVE DISPLAY ADS BEST PRACTICES FOR DISPLAY ADVERTISING Clear & Correct CTA Where are you sending people? ● Sending to product page or valuable content? ● What do you want the user to do? ● If using a button, place under the message ● Reward messages have a 97% higher click-through rate* 13 *Source: Amazon Trusted Creative Partner Program
  13. 13. DESIGNING EFFECTIVE DISPLAY ADS BEST PRACTICES FOR DISPLAY ADVERTISING Consistent Unity in design ● Display ad and the destination site should share design queues ● Click-through website needs visual relationship with original ad ● Start with the design of the destination and then design backwards 14
  14. 14. DESIGNING EFFECTIVE DISPLAY ADS BEST PRACTICES FOR DISPLAY ADVERTISING 15 ANIMATION FORMULAS
  15. 15. DESIGNING EFFECTIVE DISPLAY ADS BEST PRACTICES FOR DISPLAY ADVERTISING Get their attention and tell a story 16
  16. 16. DESIGNING EFFECTIVE DISPLAY ADS BEST PRACTICES FOR DISPLAY ADVERTISING When to use Animated Do you want to blend in or stand out? ● Animated is good for grabbing attention. ● Would rich media tell a better story? 17
  17. 17. DESIGNING EFFECTIVE DISPLAY ADS BEST PRACTICES FOR DISPLAY ADVERTISING Catch their Eye Get attention before jumping into story ● Introduce first slide through animation reveal ● Make it snappy ● Then begin story 18
  18. 18. DESIGNING EFFECTIVE DISPLAY ADS BEST PRACTICES FOR DISPLAY ADVERTISING Simple Story Don’t assume they’re paying attention ● Keep the story simple ● Build on elements rather than swapping them out ● Keep critical storytelling (design) elements persistent (up-the- whole-time) ● One main thought ● Don’t pack too much in 19
  19. 19. DESIGNING EFFECTIVE DISPLAY ADS BEST PRACTICES FOR DISPLAY ADVERTISING Rhythm Move to a cadence ● Movement should have variety (like the hook of a song) ● Quick, quick, slow 20
  20. 20. DESIGNING EFFECTIVE DISPLAY ADS BEST PRACTICES FOR DISPLAY ADVERTISING Finish Strong Culminate with a big reveal ● Imagine the curtains open at a play ● Final messaging ● CTA ● Final frame should work as a static (works on its own - design first, reverse-engineer) ● 15 seconds of animation 21
  21. 21. DESIGNING EFFECTIVE DISPLAY ADS BEST PRACTICES FOR DISPLAY ADVERTISING 22 TECHNICAL CONSIDERATIONS
  22. 22. DESIGNING EFFECTIVE DISPLAY ADS BEST PRACTICES FOR DISPLAY ADVERTISING Design as though you’re the one building it 23
  23. 23. DESIGNING EFFECTIVE DISPLAY ADS BEST PRACTICES FOR DISPLAY ADVERTISING Main Sizes Most common display ad sizes ● 300x250 ● 728x90 ● 160x600 But many other sizes do exist and will be defined in the specs for your specific job 24 728 x 90 160 x 600 300 x 250
  24. 24. DESIGNING EFFECTIVE DISPLAY ADS BEST PRACTICES FOR DISPLAY ADVERTISING Start w/ 300x250 Design at high resolution for easy resizing ● 1200x1000, or higher But remember to size it back down to spec size for reviewing readability and for final handoff to animator/developer 25
  25. 25. DESIGNING EFFECTIVE DISPLAY ADS BEST PRACTICES FOR DISPLAY ADVERTISING Resizing Design will be different for different sizes ● Long and skinny vs. short and fat ● File size limitations - just because 300x600 is 2x a 300x250 doesn’ t mean you have additional file size 26
  26. 26. DESIGNING EFFECTIVE DISPLAY ADS BEST PRACTICES FOR DISPLAY ADVERTISING Design under 40k Backgrounds, colors, PNG’s ● Fewer full-bleed background images ● Check your size specs (40k is common but not the only) ● Fewer colors, closer to RGB primaries ● PNG’s with as little transparency and color variations as possible 27
  27. 27. QUESTIONS?

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