Making Great Online Ad Creative
Posted by Mort Greenberg on October 23, 2008
Article Source: http://www.davechaffey.com
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 (www.domain.com) if creating awareness of a newly launched site?
D.Interactive
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.
Advertisement
This entry was posted on October 23, 2008 at 12:06 am and is filed under Ad Products, Brand Advertising, Marketplace Trends, Site Development. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.
theDigitalNews.TV 
Leave a Reply