3 things every online ad should do
January 21, 2010 |
Every single great ad campaign is like a miniature website. Without measuring, understanding, and making changes, you're losing huge amounts of value.
In this article Microsoft's Eric Picard shares his set of advertising principles that he believes every online ad should follow:
- Attract the audience's attention with a very simple, clear brand message.
- Drive a specific action-oriented core goal with that ad, plus enable one to five secondary goals to be accessed from within the ad (without leaving the web page the audience is visiting).
- Instrument the creative to enable every possible activity the ad could generate to be tracked and analyzed, and then make changes to the ad during the campaign based on insights gained. (At the very least, bring those insights forward and use them on the next set of creatives.)
For a closer look at these three principles, read the article at iMedia Connection
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