Friday
Jun042010
Make Better Online Display Ads By Keeping Track Of Media Culture
Friday, June 4, 2010 at 06:39AM
The Facebook "You Like This" thumb. eBay's "Place Bid" button. Twitter's blue bird. These icons and color schemes of very popular websites characterize our online experience and impart a great deal of familiarity. Can we use these elements to attract attention in our online banner advertising?
Sure we can. In the same way that good creative advertising in other media appropriates popularconcepts, secnarios or "memes", online display advertising can do the same thing with static or dynamic elements.
This Ad Lab post contains a great example on how this is done in television. A scenario familiar to fans of the TV show "Lost" is leveraged to sell computer keyboards for $29.99:
We can extend the same concepts to digital display advertising. Keep a close eye on what image assets and key colors and shapes play key roles in popular websites. GMail's "Send" button. YouTube's "Favorite" button - or its video frame.
Familiar colors, shapes and schemes impart familiarity, raise clickthrough and conversion rates. Don't lift wholesale - that's confusing and serves nobody. But do keep track of what constitutes a visually familiar experience for your audience. Then look for clever ways to use very well-known image combinations and interactivity plots in the same way the Target ad does. It will go a long way toward attracting interest and being remembered.
Sure we can. In the same way that good creative advertising in other media appropriates popularconcepts, secnarios or "memes", online display advertising can do the same thing with static or dynamic elements.
This Ad Lab post contains a great example on how this is done in television. A scenario familiar to fans of the TV show "Lost" is leveraged to sell computer keyboards for $29.99:
We can extend the same concepts to digital display advertising. Keep a close eye on what image assets and key colors and shapes play key roles in popular websites. GMail's "Send" button. YouTube's "Favorite" button - or its video frame.
Familiar colors, shapes and schemes impart familiarity, raise clickthrough and conversion rates. Don't lift wholesale - that's confusing and serves nobody. But do keep track of what constitutes a visually familiar experience for your audience. Then look for clever ways to use very well-known image combinations and interactivity plots in the same way the Target ad does. It will go a long way toward attracting interest and being remembered.
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