Digital Acceleration Programme

Web ad design tips for standard ad formats

Case studies: Consumer CMI Unilever October 2010

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Best practice media insights

Significant drop-off on engagement with longer ads

# Frames 2 3 4 7

Total Page Activity Rate 0.05% 0.04% 0.05% 0.02%

Question Tip
What Communicate would make the message this advert early, workuse harder? fewer frames. Source: CMI Best Practices Media Insights October 2010

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Best practice media insights

Portal home page takeovers and RoadBlocks capture attention, and

Source: CMI Best Practices Media Insights October 2010

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Best practice media insights

drive engagement with the brand long after campaign stops

HPTO Roadblock

Example: Vaseline Giant 1 Day Blitz on Glam.com

Site Traffic (red line)

Source: CMI Best Practices Media Insights October 2010

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9. Consistent Branding Best practice media insights & Logos Yield Stronger Results

Continuous branding boosts purchase intent

Logo only in last frame

Logo and pack shot in each frame

Question Tip
What Each frame would make this be clearly advert work branded. harder? Source: US YE should 2009 macro-,learnings

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Best practice media insights

Continuous branding boosts purchase intent

Testing logo presence
3

0% Logo Presence
Percent Impacted

Partial Logo Presence

2

100% Logo Presence 1.2

1

0.5
US Best Practices

0.6

Purchase Intent

In thousands of studies, research surveys by Dynamic Logic have

proved that in general, having the logo present throughout gives a significant increase to key brand metrics.
Source: CMI Best Practices Media Insights October 2010

Digital Acceleration Programme

Best practice media insights

Each frame on the ad should stand on its own

Bertolli Oven Bake Meals Homemade Touch

Rag 2009: New Flavors

Tip

Question

Communicate brand What would make this to ad purchase work harder? or call to action Source: CMI Best Practices like-ability/reason Media Insights October 2010

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Could you improve these ads?

Call to action needs to be loud and provide value

Vague call to action CTA; Should indicate what to expect

Free sample clearly sets user expectations

Tip Question
Make the reason to engage simple and What would make this ad Insights work harder? Source: CMI Best Practices Media October 2010 clear

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Best practice media insights

Push content into the ad units rather than pulling consumers to the site
Pull Push

VS.

User pulled to microsite for coupon

0.001% Coupon Print Rate

Coupon print in this expanded ad

0.01% Coupon Print Rate

Tip Question
Eliminate unnecessary clicks October push2010 the content into the ad units What would make this ad work harder? Source: CMI Best Practices Media Insights