Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
TABLE OF CONTENTS
Page 1
INTRODUCTION
Local Yokel Media specializes in hyperlocal digital marketing, bringing efficiency, scale and performance to hyperlocal ad targeting. Years of experience in digital advertising has shown that, regardless of your product or service, the 3 most important drivers of ad performance are: 1. the strength of the creative, 2. the context in which the creative is placed, and 3. the appropriateness of audience who views it. We are pleased to present this report as the first in a three-part series featuring best practices in each of these areas, with the goal of helping all advertisers achieve maximum digital advertising effectiveness. To learn more about how Local Yokel Media helps regional and national advertisers with local interests improve the efficiency, scale and performance of their locally-targeted digital advertising campaigns, please visit our website.
Page 2
Page 3
Section 1
52% of an ads
Whether for a website or a mobile phone, a display ad or a landing page, strong creative design is a critical driver of a campaigns success. Based on years of rigorous testing and experience in the digital environment, weve identified 10 specific creative and copy techniques that are easily executed and highly effective across digital media.
SOURCE ComScore ARS Global Validation Summary
Page 4
Start A Conversation
Your display ad is meant to start a conversation. Asking a friendly question is a natural way to engage someone and encourage a response.
Best Practice #1
How are you? Do you need something? Can I help you? Have a concern?
Testing shows that many individuals are more likely to respond to ad copy phrased in the question format (Want to Escape?) versus a declarative statement (Its time to get away.)
Page 5
Get Personal
Speak directly to a person, as though youre in a face-to-face conversation. Alternatively, speak the thoughts of your audience, in the first person.
Best Practice #2
Use or imply the personal pronoun you or I. Make an emotional connection by asking about personal preferences, needs and concerns. Be specific. Quantify descriptions, attributes and benefits.
Page 6
Best Practice #3
A short headline will pique interest, and the subhead that follows can further inform and influence. Alternatively, the 2 components can act independently, with the headline leading to a primary call-to-action and subhead leading to a secondary call-to-action a technique best suited for tower ad units like the 160x600.
Page 7
Free To Share ~ LocalYokelMedia.com
Best Practice #4
Best Practice #5
Page 9
Best Practice #6
Sans-serif fonts like Tahoma, Trebuchet, Arial, Myriad, Helvetica and others are always excellent choices.
Page 10
Best Practice #7
Images of human faces ensure visual appeal and immediately attracts attention, drawing the audience into your message. Use images of happy, smiling individuals and couples in the targeted age range, making direct eye contact and closelycropped to focus on the face. This reinforces the relevancy of your offer to the audience and boosts performance.
Page 11
Best Practice #8
A viewer will decide whether or not to click on an ad within 3 seconds. Use brief animation to attract attention. Animation should be used to focus attention on the copy and the call-to-action. It should not take several seconds to lead up to the final offer. Animate the copy, which is the point and purpose of the creative. When animating graphic elements, use them to reveal the copy giving both the graphics and the copy equal attention. Keep a persistent call-to-action accessible at all times, on all frames.
Page 12
Best Practice #9
In vertical units, a top-to-bottom flow is most effective, with key elements concentrated in the upper, most immediately visible portion of the unit.
Page 13
Page 14
Section 2
Case Studies
Page 15
Case Study
3 simple tweaks to this creative boosted conversion rates for this AARP offer by 16%. BEFORE
AFTER
Tweak 2: Best Practice #5 Tweak 1: Best Practice #3
Page 16
Case Study
3 simple BEFORE
3 simple tweaks to this creative tweaks to this creative boosted Nortons boosted clicksclickby through rate by 65%. 65%.
Animated: Frame 1
Frame 2
Frame 3
AFTER
Animated: Frame 1
Frame 2
The complete message is in a single frame: the first frame Animation is limited to the Call-to-Action, and draws attention to the action the advertiser wants the viewer to take
Free To Share ~ LocalYokelMedia.com
Page 17
Case Study
3 simple tweaks to this Stouffers offer led to a clickthrough rate increase of 358%. BEFORE
AFTER
Tweak 2: Best Practices #5,6 Tweak 1: Best Practice #3
The core of the offer (coupon) is prominently featured, broken into short headline and subhead
Page 18
Your Turn
Page 19
10 Best Practices from a Digital Ad Expert Start a Conversation Get Personal and Specific Short Headline, Big Impact Avoid Commitment in Calls-to-Action Use High Contrast Colors Use Big and Bold Fonts Mirror Facial Expressions Animate the Message Use Natural Sequencing Strong Landing Page Synergy
Free To Share ~ LocalYokelMedia.com