Stats. Metrics. Articles. Resources. Trends. For Digital Media.

Making Great Online Ad Creative

Posted by Mort Greenberg on October 23, 2008

Article Source:

Article Link:

Article Author: Dave Chaffey

The questions to ask are … Is the ad…

A. Consistently branded?

  • Is every frame in the advert branded?
  • Is the product name clearly referenced?
  • Would the branding be consistent without the logo?
  • What interest or value does it offer? Particularly effective are:
    • Time limited offers (this week only, final week)
    • Unique web offers – only available online
    • Surveys / polls / questions

B. Clear? With a…

  • Clear primary offer / message ?
  • Clear secondary offer / message ?
  • Have you communicated message in 3-4 frames or less?

C. Response driven

Will the advert drive response?

  • Is the call to action in every/most frames?
  • Which product / theme is the ad about
  • Which search would it prompt : “Brand” + ??
  • Does it include URL ( if creating awareness of a newly launched site?


Is the ad interactive:

  • Prompting rollover if it is an expandable banner (the example below doesn’t do this)
  • Encouraging interaction through mouse rollovers – those it give a feedback loop
  • Encouraging interaction through data entry or slider controls.



Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

%d bloggers like this: