What rocks and flops in online advertising?
In this space we're listing things from the Academy that we feel 'Rock' in online advertising, and things that, if we're honest, 'Flop'. By helping our clients harness the rocks and steer away from the flops they'll produce more powerful communication and enjoy even better results. Remember, it's still a new media for many people and this can help marketers make smarter decisions...
Comments (2)
What flops? See some ideas from our Academies. Feel free to post more below!
Spam: email that's sent without permission or without relevance to the customer
Pop-ups: intrusive formats that break up the viewer's experience
Heavy banners: poorly produced artwork that is too large for the pages (see our lessons on creative standards for solutions to this)
Automatically expanding content: used without appreciating the reader's experience this can be frustrating
Inappropriate marketing: the wrong message to the audience
Pop-up advertising formats
Irrevelant environment for ads
Mobile sponsored text messages
Flashy loud creatives
Tickers running through screen
Streaming Ads that are longer than 20 seconds
Banner and Ads that are too big and take most of the screen size
Banners with noisy music
Too much animation on banners
Home pages that are crammed with ads, pop-ups, eyeblasters etc.
deceptive advertising....takes you somewhere unexpected
Text heavy websites
Too many websites that do the same thing and don't differentiate themselves
You are a winner' pop ups
Annoying pop up ads and you can't find the x to close it down!
Posted by Danny Meadows-Klue, tutor | April 20, 2007 10:30 AM
Here are a few ideas on what "rocks" which you mentioned during your Academies. Any more thoughts? Just drop a comment blow!
Accountable: Easy to measure
Video: you can stream video content into banners
Adjustable: It's easy to change - if I want to change it I can
Smart use of space: Expandable banners create more space for each advert
Depth of information: even the most simple advert can be a gateway into a catalogue of deep and rich information
Intelligent agents
User-generated content
Citizen journalism
Google Adwords and Adsense
Access to broadcasting technology has been opened up to all
Streaming Video Advertising- Pre Roll, Mid Roll and Post Rolls are effective
Rich Media Technology such as full page overlays and floating ads garner huge responses
Email opt-in lists (subscribers)
Mass Targetability- Geotargeting, ip targeting (.gov, .edu) there is no waste
Exclusive downloads, only available online
Local placement of banners, ie different creative for each country
Clever instititials and campaigns such as Lynx Blow, or Follow the mini, those that make you talk ans follow them
Banner with a sense of humour
Clever user interaction (ie. Fiat Cinquecento website - you can design your ideal car)
Expanding banners, (as seen on WSJ.com - creative but not too intrusive)
Sites that continue the story the TV spot started (ie. Volvo, Mystery of Salarno)
Sites generating value for user (ie. Avis providing CD of favourite tunes in hire car)
Behavioural targeting
Data capture
Games
Streaming videos on line (Youtube, ads, movie clips etc)
Community websites - global communication
Accountability
Posted by Danny Meadows-Klue, tutor | April 20, 2007 10:28 AM