As mentioned in a recent article on the top five ad formats that will boost your brand, comScore asserts that the creative has four times the impact on results as the media plan does. An analysis of 400 campaigns indicates that the creatives contributed to 52 percent of the overall results, while the media plan contributed to just 13 percent.
Choosing the correct ad format can definitely boost your brand, but there's a lot to be said for good ideas, regardless of how they are delivered. Here are some compelling creative ideas that you can put into action to drive engagement and make the user experience more memorable. Example campaigns have been mainly drawn from last year's MediaMind Rich Media award submissions.
Change up the standard interaction rules
As the world becomes much more touch-centric, the same old point-and-click can start to drag a bit. If you can show your users a bit of non-standard interaction love, it's hard to for them to resist at least trying it out.
The well-paved path here is gaming interactions, which are likely to boost some initial interaction. The bad news is, once you get that initial boost it can rapidly become familiar territory for users, and barring something different, they may bail out. Here's one way to surprise the user and draw out the interaction despite the use of standard game-style keyboard controls -- use the whole screen as the stage for the game.
Gaming isn't the only choice when it comes to different interaction rules though. Introducing a new type of keyboard and mouse control (like using the keys to navigate) is bound to generate interest. For example, this creative asks the ad viewer to use the mouse in an unfamiliar rubbing motion, with the action reflected in a corresponding animation.