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Online marketing’s creative worst practices
With the wealth of digital media, much of it new, the propensity to render bad creative executions is prevalent. From static banners to repurposed videos to awkward click-to-call mobile and social media executions, there's a ton of bad creative out there that jeopardizes client advertising and marketing initiatives. For every glimmering piece of online creative, there's much more that doesn't work and turns viewers off. The result isn't just a one-off, but rather the chance to alienate viewers on a long-term basis.
"Consumers have developed a banner blindness," says Lars Bastholm, chief digital creative officer at Ogilvy, North America. "The dilemma we're facing ranges from everything from static banners to viral videos. It's all encompassing."
Read the full story on iMedia Connection
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