Want Your Ad to Rock n’ Roll? Apply Repetition to Entice Consumer Interaction
Movement? Yes, the direction of the movement within your ad can induce a ROI to make your COO smile or —scream. Text that moves toward the viewer works and text or images that recede are ignored consistently.
Tag Lines matter. Whatever you are presenting – - – two to five word text messages in the first few frames of your banner’s animation gives your banner an advantage over your competition that is measurable. Whether you are presenting affiliate invites, SEO, context optimization strong Network presentation offers—it takes professional skills to produce ads that rock. Each has its particular bugaboos. For search engines— the overriding consistent parameter is still simple enough for all to understand. Search engines enjoy a “Link” measurement algorithm to determine your site’s rank. It takes professional skills to optimize for search engines.
The caveat is that done improperly you can be blacklisted in the wink of an eye. Your job, whether you are in Search, Network or “offer marketing” is to communicate your invite —not your proficiency— in a few word and selected images. Opportunities communicated succinctly with a clear “call to action” within the two to five word message parameter are clearly scoring higher click throughs than messages that are verbose or are filled with braggadocio. Allow your later frames to entice and you will command a click without text competing with hyper-active images. You win— Big Time —with a cogent message—that is repeated often.
Vibrant colors on a ‘vintage’ (read: dark) background consistently produce measurably better results than white background banners. White backgrounds score poorly in the click through department, so, be careful in employing a white background—leave this to the mad geniuses of your creative team who have proven track records. Text that moves toward the viewer is also scoring statistically superior click through rates in ad after ad.
The adage “Keep It Simple or Starve” is still as true today as it was in the time of Moses. Whether you employ Flash8 or an animated GIF, keep it simple and don’t go too deep into changes —even though Flash affords a bounty of transparency depth. Ads that contain text or images that recede are utter failures and should be abandoned before your client opts to find another agency. While it’s true that receding images in Flash8 initially captivate when compare with the static alternative these ads were duds in the critical Click Through Rate (CTR) department.
Fast changing text or image files, while initially grabbing eyes, were ignored by clickers by such a wide margin that your job is at stake and there are some media firms that specialize in these “Wowie!” type ads destined for a spanking as Q3 reviews approach. Human forms that smile (celebrity endorsements add an undeniable plus factor) do increase click-through rates unless heads are cropped poorly. I’ve heard that banners with heads intact score better than heads that are cut-off. Is the jury in or still out on this particular visual aspect? Final notes: Size does matters—but position rules. What are your thoughts here?
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