The Creative Impact Of Effective Display Advertising

Building display ads that work is a job that pulls together different exercises in creative impact.  There are different parts to this that are measured independently, different objectives side by side. According to Joe Marchese in MediaPost, there are six of these objectives.  They are:  time spent, consumer interactions rate, sharing of events, fans, awareness/perception, and leads generated.  He brings each of them up in the context of brand advertising, but they apply beyond brand display ads as well, reaching into the whole of online display advertising.

For exmple, he identifies the Consumer Interactions Rate as a key objective.  This is where the ad does the special work of interaction - in other words where the specific payload of interactivity lies in effective display advertising:

All creative implementations in digital should have some sort of consumer call to action. The idea here is that the digital medium allows for interaction, and that getting a consumer to interact with the brand message will help to strengthen the delivery of that message. It is the difference between hearing a car commercial about car X tell you about six safety features, and having a unit that allows you to pick what you think is the most important of six safety features on car X. Same message, more attention and recall generated. How good your creative is at generating these type of consumer interactions is easily measured.

Hint: Every action will have a different drop-off rate depending on how difficult the interaction is. For example, uploading a photo is a lot harder than rating a video. Have a range of activities. If less than 50% of people delivered to your creative interact in some meaningful way, either your media or your creative is ineffective.

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