Building banners for online marketing campaigns is one of the most interesting and challenging briefs for creative agencies today. Using rich media, expandable banners, video streaming, over the page technology etc., are all options for the big branding campaign, but most of the time clients just need something effective that will help drive sales online.
Probably more than with other media in the past, the way in which online banner advertising is bought is a key factor in developing creative executions. Online banners still need to conform to brand messages and established calls to action, but is there any point in enticing someone to click on a banner with vague promises of a better life when all you really want them to do is ‘apply now’? Moreover, when each click or impression costs money, you need to maximize the prospect that anyone who does see the banner will actually convert into a sale or lead.
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As ever, the views expressed are based on our experience of running online marketing campaigns for a range of major brands and SME clients. We welcome open debate, so if you have something to say please leave us a message in that handy little box.
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