Artūras Kokoškinas: curb your creativity

Reklamos agentūros, kurdamos skydelius, dažnai galvoja, kad skydeliai turi būti labai kūrybiški, intriguoti ir t.t. Tačiau tikrovė (ir "Media House" patirtis Lietuvos rinkoje) rodo, kad yra priešingai - baneriai, kuriuose intrigos yra mažai, veikia geriau. Štai ką sako "Dynamic Logic", išanalizavę 170'000 skydelių rezultatus:

Highlight the brand prominently throughout the ad. "Intrigue is rarely a good strategy in online campaigns," the report says. Ads with omnipresent logos had the highest brand and online ad awareness.

Make each second count. Whether it's brand awareness or a call to action, the ad should support the message at all times. The ad will probably only get one second with the user, so each one counts.

"Reveal" ads don't work. Get right to the point, because you can't expect the user to wait around and watch the ad in its entirety. While this applies to all industries, for CPG ads, 1 out of 20 top performers on ad awareness used the reveal format, while 17 out of 20 bottom performers did. Dynamic Logic does cite video and highly entertaining ads as sometimes being exceptions to this rule.