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Best Practices Archives - Tan Media

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Creativity + UX. The ultimate guide to creating great online ads

By | Banner - Advertisers, Banner - Content Creation, Banner - Native Video, Banner - Publishers, Banner - Reporting, Banner - True Native, Content, main blog, Native advertising, Uncategorized

In 2005 Bill Gates declared:

“The future of advertising is the internet”.

When asked about building big brands online he said:

“That is the thing that traditional advertising is better at…. but as it moves to the digital realm it will be hard to talk about what is and isn’t internet advertising.”

With UK advertisers spending £11.55bn a year online, it’s fair to say the gap between online and offline has not only been closing financially, but also creatively as new formats develop and old formats are redesigned for new distribution channels – vertical video for example.

Whilst TV, print and OOH were once considered the creative and brand formats, the world of online advertising has upped its game in the battle against ad blockers. Nobody wants poor digital advertising – consumers don’t want annoying interruptive ads and publishers (reliant on ad revenue to keep content free) certainly don’t want people leaving their site due to bad ad experiences. The answer is twofold – creativity and ensuring the UX is seamless. Research has found that 78% of UK adults dislike ads that are not suitable for the device they are using.

With this in mind, the fine folks at IAB UK have brought the industry together to produce a creative best practice guide. It started life, as most things do, with a good moan-up about all the bad ads we’ve seen and happily manifested itself into a useful guide of things you can do to make sure your creative is as good as humanly possible!

The aim of the project was to produce:

“A simple and actionable set of guidance to help you ensure that your digital advertising not only looks great but also works beautifully on the platform that it is served.”

You’ll find my missives on why you should select the right native format for your campaign and the value exchange between brands and consumers here.

Digital content creation best practice

Native distribution best practice

You’ll also great advice on creative best practice across a range of channels: native, content, video, mobile, audio, performance and search. The full guide is here.

Native Content Best Practices

By | Content Marketing, Native advertising

There are some who see native content as simply advertorial with a new name for a new generation. But for those who are prepared to dig a little deeper will be the reward; a treasure chest of thinking and understanding about how we new centurions communicate with each other.

Making comparisons with even the recent past is always, if not dangerous, then certainly unwise for planning purposes. Technology moves so far in such a short time that even basic terminology such as ‘marketing’ or ‘communication’ mean subtly different things than they did thirty or so years ago. In the latter half of the twentieth century marketing pretty much meant ‘selling’ and communication meant ‘telling’. Advertorials were still fairly blunt weapons, using brand names and images as often as possible between steps on a bland path to appearing witty and on the consumers’ side. Half-way along the first quarter of the twenty-first century and marketing is rather more about creating brands that reflect the lives’ of their target markets and communication is certainly more about listening than it is about talking. New methodologies need a reappraisal of the tools we use. Our approach and our introduction, especially in headlines, has to reflect the lightning fast filter of those whose attention we crave. Here are some native content best practices…

Headlines that work

No more than 60 characters, or about seven words, with sub-heads where the context takes a different angle. Make sure they’re relevant and current and use the under-rated colon to avoid a filler of joining words. Using multiple headlines for one article can really help drive engagementThe current data shows that content with between 1 to 5 headings drives a CTR (click through rate) of 0.83%; but that escalates to 1.3% with 11+ headlines. That means a benefit for tactical diversity when structuring your content.

Imagery

Don’t be shy in testing a number of  images for your previews (as long as they are relevant!); again the research supports the power of imagery. One preview image is linked to a CTR of 0.79% but two or more alternatives push that to 0.98%; it needs more response analysis but that could well reflect the depth of relevance perceived by the audience.

Don’t be afraid to pose emotive questions in your headlines

Questions are important, it’s the way you show you’re listening; and the emotion you invoke, it’s the way you show you actually care.

Always call for action

Having made the investment in engaging your audience, any seasoned marketer knows that the next step has to be really simple. The call to action (CTA) has to be direct but not in a ‘buy it now’ sort of way; instead a ‘we’d love to chat longer’ contact or hyperlink keeps the customer in control. Thinks about adding additional CTAs in the body of the piece; if you’ve already hooked the fish why wait to reel them in?

If you’d like to discuss your native content or native advertising strategy, why not get in touch?

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