7 ways to create display ads that get noticed - iMediaConnection.com
Unexpected joy while browsing
One of the hardest things about brand advertising is that you cannot make up for lack of creativity with high media volume. Advertisers have to constantly compete for users' attention and make sure their ads stands out from the mediocre "just OK" standard banners that users face every day.
But some ads do stand out. They make you laugh, play, enjoy -- and most importantly, remember the advertising message. This article features online creatives that fall into this bucket.
What is common to all of these ads is that they seek to deliver an experience rather than just an image featuring a brand. They typically have a striking visual, in many cases taking advantage of a large portion of the screen. They will surprise you and find a way to keep you engaged, make you laugh, and keep you stimulated. These advertisers succeed by creating a holistic advertising experience that is neatly tucked into an ad.
Here are seven ways that advertisers managed to get users excited and gave them a few moments of unexpected joy while browsing.
Use video in non-traditional ways
Combining video into a banner has consistently proven to be one of the best ways to increase effectiveness.MediaMind's benchmarks show that video has a positive effect on nearly every metric. It increases dwell rates by 30 percent and nearly doubles dwell time. Furthermore, it doubles click-through rates and increases conversion rates.
The use of video does more than just draw a user in for more interaction and engagement. Video can also improve brand perception by telling a compelling narrative and spreading the story of the brand. To be effective, videos don't necessarily have to be long, nor do they have to be confined into the traditional trailer.
For example, the below ad for the movie Unstoppable uses fewer than five seconds of video to grab the user's attention and convey what the movie is about. A train rips through the entire homepage from left to right and summarizes the gist of what happens in the movie for an hour and a half.
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