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BizReport : Advertising archives : February 23, 2010

Top 3 Tips to Improve Ad Engagement

When it comes to creative, most marketers think detail is the key. In some instances, yes more copy work, but by and large the most attention-getting ads are still quick and to the point. Especially in the online ad world, ads must quickly grab the consumer's attention and then engage. Here are three tips to get more eyeballs on your ads.

by Kristina Knight

Whether video, email, social or display online ad space is filled with campaigns that work and campaigns that fail miserably. The difference is usually so miniscule that the average consumer doesn't notice. It may be three fewer words, an interactive capability or a fun slogan. To get the most from your online ads, James Dillon, senior vice president of Global Sales & Solutions for Unicast has this advice for marketers in the video ad space.

3. Keep the copy to a minimum. The call to action needs to be direct, clear and have the ability to be understood in a short period of time. Whether the goal is a product purchase or more traffic to a publisher's site, grab consumer attention in as few words as possible. James suggests a 15 second time limit.

2. Know your goals. There are two basic ad goals: increase traffic (to a website, for example) or increase purchases. Identify these goals before the campaign launch and develop the call to action accordingly.

1. Vary the ad content. "Develop at least three different creatives as part of one campaign for ad content running on messenger units, homepages or full episode player spots," ">writes Mr. Dillon. "Repitition in the messaging can work but repeating the same ad over and over will wear on the user."

Tags: online video, Unicast, video advertising, video content, video trends

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