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In addition to the seven principles, there were general findings from the study relevant to online creative.

Online ads can communicate on both a rational and an emotional level

Ads that not only convey a distinct rational benefit but that also have an emotional component to them (i.e. excitement, fear, enthusiasm, humor, etc.) greatly outperformed ads that do not have these things. The interactive space provides the capability to reach consumers on multiple levels and it is important to take advantage as often as possible.

Increased integration of media and creative teams will improve results

It's important to understand and establish clear communication goals before the media planning or creative development process begins. This allows for a complete holistic approach to planning a campaign. The result?

Media RFPs will be more defined, creative units can be streamlined to maximize production budgets and clients learn to prioritize the online creative process along with the media plan.

Understand and leverage the strength of each ad unit

Not all ads are created equal. Creative executions built across various ad sizes often do not translate. Ad creative that takes into consideration the size, shape, position and placement of an ad has far more potential to reach a consumer than simple conversions of one creative idea. While production can be more costly, bearing in mind these differing elements of each ad unit will produce a much better response from consumers.

Additional resources:

You can download Lydia Estrada's PowerPoint presentation on this subject from her talk at the May 2005 iMedia Agency Summit.