Your creative checklist for online display

Blaise Nutter
Contact
follow this author

Creative Posted on November 05, 2008

Print
Share
Comment

Previous
1 of 6
Next

Introduction

We're sick of Punch the Monkey. Really, nobody wants to punch the stupid moving monkey. We mostly want to punch the creative executive who thought that was a clever way to sell a brand. The same goes for that strobe light that you call a banner, causing epileptic fits the world over.

Banner ads like these are annoying, and they make it harder for reputable brands to convey their messages within the online sphere. But it doesn't have to be this way. Today, marketers have access to more-sophisticated methods for creating more artful, creative, smart, innovative and even effective rich media banners. In this article, top minds in the online advertising field discuss the creative rules by which they live.

Previous
1
2
3
4
5
6
Next
View as single page

Member Sign In

Not a People Connection member? Register here.

Your Email Address

Password

Keep me signed in for a month Forgot password?

Chris Michaels November 5, 2008 at 3:55 PM

Great article Blaise. Good to hear how engagement is the real factor. I guess that's why Facebook moved to that metric. Ken's right on when he says, " engage with the brand without having to commit to go somewhere." I guess that's why ads like Gatorade's Tiger game and others that let you play in the ad before proceeding through, work so well.

Dan Wittmers November 5, 2008 at 2:25 PM

@ Bill Scalzitti - if you're looking for some prime examples of Killer Banner Creative, contact me and I'll show you some of the best in the business. Media Banners, a division of The Visionaire Group, has been on the cutting edge of the market for over 10 years. Our belief is that there is no branding need that can't be met with a Creative Solution.

Rich Nadworny November 5, 2008 at 2:11 PM

This was like ad 101. If we're talking about colors in banners, we're in a losing conversation. If you're creating banners as part of your business, you better start using more two way communication within the banner itself. Otherwise we're simply creating animated billboards.

Tell stories, let customers interact and use the technology. And above all, be creative. If you want some great examples, go to Banner Blog, http://www.bannerblog.com.au/ It's one of the only sites out there that highlights banner creative. I guess if there were better banner creative, we'd see more sites like that.

John Stremel November 5, 2008 at 11:45 AM

At Kelley Blue Book, we have been working on some imaginative creative to cut through the clutter. Expanding ad units have had the biggest impact so far.