Recently we had a client approach us to provide them with online advertising best practices to help guide and improve their creative process. As a result, we held a session to present and discuss online creative best practices. The feedback we received was that the session was valuable, informative and validated a lot of their thoughts.
At the end of the session we provided an online advertising checklist, best practices tip sheet and an online creative brief for their reference. The online advertising checklist is presented below. Note that the checklist is particularly relevant to online display ads, but many of the points can be used as a general guideline for all online campaigns.
1. Conducted strategy and planning for online campaign.
Determined campaign goals, target audience and desired level of engagement.
Chose media channels to best meet the goals and reach the target audience.
Evaluated different types of online ads for the campaign and selected type of online ads with consideration to level of engagement desired.
2. Ensured online creative was adapted optimally for the channel when integrating creative across all media channels.
Integrated and enhanced the campaign message for the online channel, instead of simply duplicating ad from other channels.
Kept in mind that audiences digest advertising differently online than they do for print, TV, billboard.
Ensured best practices were considered when adapting ads for online.
3. Kicked off all campaigns with a solid online creative brief.
Reviewed the brief at the start of project with agency and internal stakeholders to ensure everyone started on the same page.
4. Highlighted the brand prominently throughout the ad.
Every frame of the ad contained the brand logo to help viewers ‘get the ad’ and promote the brand regardless of the frame they see.
5. Communicated primary ad message to audience within 1-2 seconds.
Ensured the ad supported the message at all times and throughout all frames, be it brand awareness or a call to action.
6. Kept it simple.
Used no more than 1-2 messages per ad.
7. Provided value to audiences.
Included something of value. Value is anything that is worthwhile to your audience – i.e. tools, entertainment, education, etc.
Did not annoy users with the ad and placement of it. Did not disrupt their online experience. Provided user interaction without being intrusive.
8. Tracked and analyzed success metrics for campaign.
Reviewed past metrics and results of online campaigns. Leveraged lessons from past ad campaigns and tests to optimize this campaign.
Implemented tracking metrics for this campaign.
Optimized ads/media where appropriate and feasible while campaign was still in execution.
If you think a session on online creative best practices would help your marketing team, we’d love to hear from you!