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Director, Ad Operations and Sales Creative
Orange County Register: Newspaper, Magazines, Digital
Catherine Long
• Cross Media Impact – Age, Intention, Technology…
• Media Review – Branding and Direct Response
• Tips on HOW and WHY to design for multiple platforms… Best Practices
TODAY’S TOPICS
• Newspaper
• Direct Mail
• Magazine
• Desktop Web Banners
• Desktop Email / Mobile Email
• Tablet
• Mobile Banners
• Social Media
MEDIA CHANNELS
• Consumers consume content and messaging differently from media to media.
• Your design should change (conceptually) and must change (technology) as its delivered from media to media
IN OUR MULTI-CHANNEL, MULTI-SCREEN WORLD…
IN OUR MULTI-CHANNEL, MULTI-SCREEN WORLD…
Readwrite.com, 2011
IN OUR MULTI-CHANNEL, MULTI-SCREEN WORLD…
AGE IMPACT ON DIFFERENT MEDIA
• Who is your typical customer?
• Where are you likely to reach them from media?
AGE IMPACT ON DIFFERENT MEDIA
Copyright © 2013 The University of Alabama
AGE IMPACT ON DIFFERENT MEDIA
Pew Research Center, 2011
BRANDING VS DIRECT RESPONSE
BRANDING
• Awareness, message association, brand favorability
DIRECT RESPONSE
• Conversion and purchase
• We advertise to move our products through the purchase funnel
BRANDING VS DIRECT RESPONSSE
Branding
Direct Response
Loyalty
AWARENESS
CONSIDERATION
PREFERENCE
PURCHASE
REPURCHASE
BRANDING VS DIRECT RESPONSSE
Branding Direct Response
MagazineTablet
Newspaper
Direct Mail
Mobile
Desktop Web
BRANDING VS DIRECT RESPONSE: Design Tool Kit
Branding
• Magazine (Photoshop, In-Design, Illustrator)
• Tablet (html, html5, javascript)
• Desktop Web (html, flash, css)
Direct Response
• Newspaper (Photoshop, InDesign, Illustrator)
• Direct Mail (Photoshop, InDesign, Illustrator)
• Mobile (html 5, javascript)
Best Practices: Newspaper Design – DO!
Category: Direct Response
Other Design Impacts: Technology, age, time of day (time spent)
Design:
• Get Noticed. Attention is everything in newspaper advertising. You need visual impact of photos and images, white space, a distinctive fonts, angles, or whatever it takes to stand out on the page.
• You newspaper advertising must be distinctive, unusual, and it should contrast with the other ads on the page. Be different. (tip: take your designed ad and paste it in the paper)
Basics
• Start with a powerful headline that will attract the reader's eye to your ad.
• Write a concise presentation of your promotion, sale or marketing message.
• Use white space effectively.
• Give your logo and contact info the best placement (bottom right corner)
Best Practices: Newspaper Design – DON’T!
• Too much clutter
• Unclear message
• Errors
• Lack of contact information
Best Practices: Newspaper DesignAd Make Over
Before After
Best Practices: Direct Mail
Category: Direct Response
Other Design Impacts: Technology, age, time of day (time spent)
Design
• More is More
• Provide Multiple Ways to Respond
• Read or Scan Option
• Multiple Calls to Action and an Expiration Date
• Use the power of the P.S.
• Personalization
Source: Jacobs & Clevenger
Best Practices: Direct Mail Samples
Best Practices: Magazine Design
Category: Branding
Other Design Impacts: Technology, age, time of day (time spent)
What Else:
• Engagement: Magazine readers spend an impressive 41 minutes with each issue.
• Trust: 47% of Americans trust ads in magazines and newspapers, ranking higher than TV, radio or the internet.
• Influence: Magazine readers rank #1 and #2 as most influential consumers across multiple product categories.
Source: The Association of Magazine Media Factbook, 2012-2013
Best Practices: Magazine
Source: The Association of Magazine Media Factbook, 2012-2013
Magazines ads can be more subtle and image-driven since readers will take more time to digest the message and will appreciate the respect shown for their intelligence and taste.
A distinctive image should be supported by creative copy, organized so that the reader is visually led first to the most important information, then to the details.
Specifically
One or two striking photos - to show examples of product or service.
One bold headline - that states the main idea.
Clean, organized copy - to get the message across to a well-educated and discerning magazine audience
Best Practices: Magazine Design Ad Make Over
Better Best
Best Practices: Desktop Web Banners
Category: Branding and Direct Response
Other Design Impacts: Technology, age, time of day (time spent)
Rich Media:
• On average, Rich Media with and out Video shows statistically significant lift in all brand metrics studied (except message association)
• Best practices tip: Incorporate user interaction elements to online advertising whenever possible. Adding video is ideal.
Flash:
• Simple flash does show lift in awareness and message association, but other formats can show better results in these categories
• Best practice tip: Make sure your message appears on ALL frames.
Static:
• On Average, GIF/JPG are the strongest at driving message association, perhaps due to static messaging elements
• Best practices tip: Rotate in a static gif with your rich media and flash campaigns.
Best Practices: Desktop Web Banners
Animation:
• Animation should interest or communicate rather than annoy
• Don’t require a user to interact with your ad to receive your main message.
• Final frame - this should be able to stand on its own – the entire message should resonate
• Video: Add interactive enhancements – coupons, social sharing
Copy:
• Not too much or too little – two frames of clear copy is ideal.
• Pose a question or initial thought with payoff that stands alone or adds to initial message.
• Appropriate humor
Call to Action:
• Instruct Views to Click Here
• Include a benefit (save, special offer) - Online-only benefit is best
Best Practices: Desktop Web Banners
Best Practices: Desktop Web Banners, High Impact
Best Practices: Email
Category: Direct Response
Other Design Impacts: Technology, age, time of day (time spent)
What Else:
• Pros: Trackable, Immediate Response, Highly Targeted, Cost Efficient
Things to Consider:
• Clutter, only permission based email will perform, many promotional email end up in spam or junk box
Best Practices Tips:
• Design specifically for email, do NOT simply convert your print ads
• Design specifically for Mobile – email creative is better received on phones – you can use animated gifs. Make sure you design is “responsive” and sizes appropriately on phones
Design Layout Top 3 Checklist
• Important Details “above the fold”• Text portion of email should stand on its own - not
every detail but the core information• All pertinent info should follow an F shape pattern
• F-Shape Design
• Good use of color
• Compelling imagery
• Interesting call outs
• Good placement of offer
Best Practices: Email
Best Practices: Tablet
Category: Branding and Direct Response
Other Design Impacts: Technology, age, time of day (time spent)
What Else:
• Combines the best of print (large format) with the best of digital (interactivity)
Things to Consider:
• Pros: Reach early adopters, very little clutter
• Cons: Much newer medium, ad formats are more technical not as clearly defined but offer exciting promise for interaction and branding
Best Practices Tips:
• Design for a “lean back” experience
• Plan to WOW – simple can be okay but remember the audience is sophisticated
• Know your Tech – tablet has very specific technical restrictions and options
Best Practices: Tablet - Samples• Full Page magazine style
• Game Style Interactiion
• Multiple engagement points – buy tickets online, Donate, etc.
• http://creative.freedominteractive.com/clients/ipad/DiscoveryZone/CORP02373
• Full Page magazine style
• Ad “floats” and can be moved by user
• Multiple engagement points – facebook, video, offers, etc.
• Live Link
• http://creative.freedominteractive.com/clients/ipad/kohls/landing/
Best Practices: Tablet - Samples
• Full Page magazine style
• Ad “floats” and can be moved by user
• Multiple engagement points – subscribe, buy tickets, video, etc.
• Live Link
• http://creative.freedominteractive.com/clients/ipad/kohls/landing/
Best Practices: Tablet - Samples
Best Practices: Mobile Banners
Category: Direct Response
Other Design Impacts: Technology, age, time of day (time spent)
What Else:
• Pros: very little clutter
• Cons: very small format
Best Practices Tips:
• Economy of space – 4 words tops (standard sizes)
• Ideal for loyalty programs, coupons and text offers – can you complete your action with a tap? Can your consumer walk in with the phone to redeem?
• Know your Tech – mobile has very specific technical restrictions and options
Mobile Channels
Best Practices: Mobile Landing Pages and mSites
• Promotional Site for Branding and Direct Response
• Large imagery to create leverage fashion and leverage brand equity
• Multiple engagement points – $5 coupon, social media integration, store locator
• Live Link
• http://creative.freedominteractive.com/clients/ipad/kohls/landing/
Best Practices: Social Media
Social Media
Options: Facebook, Twitter, Linked In, Pinterest
Why?:
• To start conversations about your brand
• Engage with audience
How:
• Start a fan page on Facebook
• Create a twitter account
• Promotions, contests
Best practices tip: Do not start social media programs without a plan to continue or converse.
Best Practices: Social Media Samples
In Conclusion
• Revising your creative for different mediums is critical for ROI
• Use best practices for ALL ad formats for best results
• Use highly effective print mediums as the core of your marketing programs
• Take advantage of lack of clutter in new and exciting mediums such as mobile and social media
• Build your skills or work with local publishers for creative support