How To Create Online Ads That People Don’T Hate Breakfast Briefing
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Transcript of How To Create Online Ads That People Don’T Hate Breakfast Briefing
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How to Create Online Ads That People Don’t Hate
Trent Mankelow with Mike Pethig
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Support the visitor’s goals
“I would have expected a link down the bottom to go to a website to go and buy the album.”
“I would have expected a link down the bottom to go to a website to go and buy the album.”
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Support the visitor’s goals
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Interactive ads
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Text links vs. Graphic adverts
We are attracted to:1. People and faces2. Movement3. Familiarity4. Brightness5. High contrast6. Vivid colour7. Strong pattern
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Text links vs. Graphic adverts
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Text links vs. Graphic adverts
• A 2004 study showed that text ads were viewed by more participants and for longer than graphical ads
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Text ads done right
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Position links to the right of the editorial
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Don’t use a border to separate text ads & editorial
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Use dark text on light non-patterned background
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Consider word shape
• ALL CAPS REDUCES READING SPEED BY 13%
• Underlining also reduces legibility
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Creative is everything
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Creative is everything
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Use common, imageable words in your ads
• Low frequency words are harder and slower to comprehend than high frequency, familiar words– Low frequency words: abode, processor, livid– High frequency words: house, computer,
angry
• Highly imageable words were perceived more quickly and accurately than low imageable words– High imageability words: lamp, cloud– Low imageability words: fact, liberty
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Putting it all together
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The future of online advertising