Writing for Ad Age, Kunur Patel looks at a recent study by research firm Dynamic Logic on effective ad creative in online banner ads. The firm analyzed strong and weak performers from its database of more than 170,000 display ads. It concluded that ad creative can be anywhere from 50 percent to 75 percent responsible for success, looking at measures such as recall, brand awareness and purchase intent.
Dynamic Logic thinks the heavy focus marketers have put on measurement and metrics from online campaigns has affected the amount of attention they give to creative. Patel lists the firm’s dos and don’ts for effective online creative, including how some common methods such as reveal ads just don’t work online.
Read more at Ad Age {link no longer active}.
