Links and Ideas on Making Winning Digital Advertisements

September 10, 2013 at 3:37 PM

People’s already short attention spans are getting shorter every day. In urban areas a person can see anywhere from 2000 to 5000 advertisements in a single day.

Seth Barron presenting at IAB Mexico 2013

Seth Barron presenting at IAB Mexico 2013

Furthermore, the great shift toward mobile technologies like Google Glass are ushering the possibility of being shown ads right in front of your eye (thus making them extremely personal as Seth Barron says); it is imperative that advertisers realize that in today’s world beautiful and engaging content is the only way to get their message across. It takes effort to produce great content, not so much for traditional ads.

There’s no magic formula for creating great content, but there are a lot of resources and best practices available out there to make the best go at it:

  • What makes an ad worth spreading? An interesting question which goes beyond the trite idea of “virality” – In this white paper about YouTube/TED’s Ads Worth Spreading the question is explored in depth.
  • The way advertising is delivered and consumed is also changing, Viewer Choice is quickly becoming the standard. This study from think Think Insights is a good example of how to make this trend actionable.
  • There is also a lot of information on the web about the nitty gritty of how to make engaging video content, no doubt this is an emerging field so take everything that you read with a grain of salt and definitely experiment a lot.  
  • Super Bowl ads are some of the best examples of amazing commercial content that entertains, sparks conversations and basically sticks in people’s minds. A search on Google or on YouTube yields dozens of examples to start learning from the greats.
  • YouTube is making a big effort to enable and promote content creators of all stripes. Check out the YouTube Creator Academy and the YouTube Creator Hub for resources and inspiration.

 

A mock of traditional text ads on Google Glass - by Engadget

A mock of traditional text ads on Google Glass – by Engadget