|
Fishing for Customers using On-line Ads
|
By Matt Bacak
[Hits: 4637]
|
|
Both the large corporations and mom-and-pop stores aresuccessfully using online ads so it is tougher by the day tocompete. Those who are truly "in the know" are practicingcertain trends and are coming out on top.
Here is a look at a few of them:
1) Organic Shapes
If you examine the top selling ads from Weight Watchers,OfficeMax and ReliaQuote, you will see they feature some form ofcurves or other organic shapes. Shapes are used to contrast thehard-edged, square styles favored previously. Marketing groupsshow that this looks more comforting, approachable and appealingto their target audience.
When comparing, look for popular ads that have moved from theextensive-copy-and-image format to heavy usage of stockphotography that shows their "customers." Your competitors areusing any combination of upbeat images that highlights theintended customer reaction to their product.
NOTE: Take a look at SitePoint's own extensive list of imagerysites.
If price point is an issue, look at Stock.xchng. They offer agreat selection of free stock photography. Much of their productrivals and even surpasses the royalty-free image sites. Inaddition, the Free Stock Photography thread in the SitePointForums is also worth a look.
2) Copy and Deals
Online ad copy is often focused on a tradition that marketershave followed for a while now.
The copy focuses on these principals:
1. Get it for free
2. Save some money
3. Make life easier
The more effective online ads use simple, direct copy to enticevisitors to visit the vendor's website and then they hit thevisitor with the complete sales pitch once they arrive.
3) Interaction
Interactive banner ads are very popular. These range from theHit-the-Bull's Eye ads to more complex formats that featuresimulated form fields. The primary drive of animated ads is togain click-through.
With the widespread acceptance of Macromedia Flash, a new classof ads popped up. Hewlett-Packard continues the tradition,today, with audio-driven ads that explain and teach potentialcustomers about HP's fotoimaging technology, and function asmini-presentations.
Companies, today, have thrown their hats into the ring withFlash overlay ads. These ads (usually of very large file size)overlay the text of Web pages and entice customers to view morethan can typically fit into a banner ad. Even though many usersfind them annoying, these overlay ads are reported to achieveclick-though rates up to a 50 times better than traditionalbanner ads.
4) Layouts and Sizes
The most common ad size is measured at 468x60 pixels. This adsize is now so popular that it is a preset in recent versions ofAdobe Photoshop. Also popular are "skyscraper" banners at120x600 pixels. Some ads do not fit a pre-defined size, such asall the Flash popover ads.
Many banner and skyscrapers ads follow a popular "thirds"formula. Two-thirds of the ad contains a picture and the mainadvertising points; the remaining third contains minimal copyand clickable buttons.
7) The use of Fonts
Take note of the shift from serif fonts to sans-serif fonts inonline advertising.
Go back to the SitePoint Forums and look for WhatTheFont. Youcan upload a simple JPEG, GIF, TIFF or BMP image and identifywhich font is used in a particular ad. This is a great resourcefor reviving older ads for which you have lost the originalfiles.
If you know your fonts by name, visit 1001 Free Fonts. Theyoffer a vast selection of fonts.
If you want to fish for new customers, you need to know andunderstand your competition. Make note of the new trends andtips being used in online advertising and you will be well aheadof the game.
|
|
|
|
|
|
