The Realise approach to Online advertising

Consumers do not trust advertising. Messages attributed to a commercial source have much lower credibility and much lower impact on the perception of product quality than the same message attributed to a rating service. Forrester Research has completed studies that show that advertising and company sponsored blogs are the leasttrusted source of information on products and services, while recommendations from friends and online reviews from customers are the highest. Consumers do not want to view advertising. Think of watching network TV news and remember that the commercials on all the major networks are as closely synchronized as possible. Why? If network executives believed we all wanted to see the ads they would be staggered, so that users could channel surf to view the ads; ads are synchronized so that users cannot channel surf to avoid the ads. Consumers do not need advertising. My own research suggests that consumers behave as if they get much of their information about product offerings.

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The Realise approach to

Online advertising

Offline’s ugly cousin

Losing the popularity contest

Consumers do not trust advertising

Messages attributed to a commercial source have much lower credibility and much lower impact on the perception of product quality than the same message attributed to a rating service Forrester Research has completed studies that show that advertising and company sponsored blogs are the least-trusted source of information on products and services, while recommendations from friends and online reviews from customers are the highest.

Consumers do not want to view advertising.

Think of watching network TV news and remember that the commercials on all the major networks are as closely synchronized as possible Why? If network executives believed we all wanted to see the ads they would be staggered, so that users could channel surf to view the ads; ads are synchronized so that users cannot chan- nel surf to avoid the ads.

Consumers do not need advertising

My own research suggests that consumers behave as if they get much of their information about product ings from the internet, through independent professional rating sites like dpreview.com or community content rating services like Ratebeer.com or TripAdvisor

offer-Eric Clemons, NY Times, March 09.

Advertising blindness

They’re not just avoiding advertising, but things that resemble advertising

There is hope

It’s not all bad news

You are 5x more likely to convert in a banner than convert on a site as a result of clicking on a standard banner

The inclusion of an incentive, such as a giveaway or access to exclusive content, will positively impact the data capture rates

Consumers are nearly 8x more likely to fill in a form in a banner then click on it 34% of unique users who interact will fill in form details within a banner

Popular rich media formats are showing 2.5x uplift in the ability to generate conversions over standard display inventory

One can measure an increase in search activity as a result of display advertising that is sustained for a sizeable amount of time Messages clearly resonate

Eyeblaster research 09.

It’s early days

There are few experts so quality is low

Many advertisers making schoolboy errors

History shows that people like great advertising

So how can be more impactful?

Turn heads

Be attractive and pleasing to the eye

Without being gratuitous or sensationalist

The viewer should want to look not have to look

Be interactive

Give viewers a reason to get involved

Make the interaction rewarding and enjoyable.Capture data and start a relationship

Innovate with software

Think about the way the message is created and presented.Use software to create depth, dimension and movement.Create an interface that is intuitive, dynamic and usable

ypography is alive

Although many online designers are trying to kill it

Use great fonts Use space wisely Kerning, Leading, tracking, alignment Treat your space as if you were printing it

Picture perfect

Anyone can use a stockshot

Few people notice them

Photography can add gravity, provenance and impact to your message

Use images that captivate the eye

Open spaces

Just because you’ve paid for 468*60 pixels doesn’t mean you have to utilise every single one

A message requires breathing space

The eye likes to see a frame

Be iconic

Develop a strong visual style

Be instantly recognisable.But evolve over time

Watch and learn

Respond to the analytical results of your work

Look at the way the audience interact and ask questions.Read between the lines and you can improve efficiency,

Strange shapes are interesting

Banners are very angular and often the content reflects that

Rollovers don’t have to roll out at right angles

Page overlays don’t have to be page shaped

It’s still the best way to be liked

Get a move on

No one has time to wait for you’re point to be made

The audience is busy, you’re a distraction, so be quick

2 seconds is good, 3 second is OK, 4 seconds is eternity

Don’t squeeze too much in

The Full page press ad won’t squeeze into a banner

Create executions specifically for online

It’s a good discipline to do your online first

Keep changing

Familiarity breeds contempt

Multiple variations in a campaign keep the viewer engaged.But make sure each execution is better than the last

Put the audience first

Messages that are about me, me, me, me have far less impact than messages

that are about you, you, you, you

Don’t over estimate people

Just because you can decipher your message doesn’t mean the audience can

Be honest, is the message simple enough, will they get it?

Don’t be afraid of the B word

Your brand is often more important than your products

People want to know about you as well as what you do

Not being salesy can improve the chance of generating sales

Make big waves

The impact of the advertising should create ripples around the web.People should be talking about it, debating it, loving it and hating it

“If your advertising goes unnoticed, everything else is academic.”

Bill Bernbach

Keep it relevant

Make sure you understand the audience.Put the right message in the right place.Say something that provokes a response

Make it unexpected

Challenge the expectations of the viewer

Show them something unfamiliar

Leave them thinking about your advertising

History repeats itself

“The men who are going to be in business tomorrow are the men who understand that the future, as always, belongs to the brave.”

Bill Bernbach

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