Dynamic Logic released findings from a study that identifies “creative best practices for driving online ad effectiveness and brand impact.” The research offers insight into maximizing creative quality, which, according to Dynamic Logic, is the primary driver of ad effectiveness, “even more important than targeting, size or format.”
♦ The branding impact of an online campaign is only as strong as your brand presence: Seek to highlight the brand prominently on all frames of an ad. Intrigue is rarely a good strategy in online campaigns. Consistent branding presence will aid in greater impact on awareness metrics.
♦ Because you often only have a moment to influence a viewer, each frame of an ad should be able to stand on its own: Each frame should work to drive brand awareness, communicate message/ benefits/ differentiation, and provide reasons to purchase and/or a call to action.
♦ “Reveal” ads are almost always ineffective: This is seen across all industries as a key component that differentiates best and worst campaign performers. A few exceptions to this rule are video ads, which are much more likely to succeed in this format but are still risky, as well as ads with high entertainment or comedic value.
♦ Keep the messaging very simple: No more than two messages should be conveyed in an online campaign. For example, within financial services campaigns, ads that were cluttered with heavy copy/text tended to underperform on ad awareness. Within the pharmaceutical industry, formats that allow users to roll over or scroll down to see legal information (not conveyed cluttered in frame) perform better on awareness.
♦ The use of human imagery is important: Human imagery appears to be a key factor in the success of most online campaigns but in particular, among financial services ads which have traditionally been more text heavy and therefore less effective at building awareness and persuasion.