Not only Creativity, but also Placement, another major element in Interactive Ads

Before that, I believe that Ad creative is the only way to achieve success in interactive advertising. In fact, there is another significant factor influencing the outcome we have mentioned. An interesting 10-week study was done by Atlas, the Coefficient of Variation shows that conversion rates (includes purchases, site registration and nail subscriptions) influence more when compare different placements with different Ads creativities (in 2.00 to 0.33).

Based on this finding, we understand that select suitable media placements in a campaign are the most important thing. Similar with previous Apple iPod promotional campaign, they place interactive banners on the upper side of popular web portals (sourced from http://www.bannerblog.com.au/):

click image to see the ad

ESPN, Sport lovers (iPod provide different kind of sport games on App Store),

click image to see the ad

click image to see the ad

MTV, Yahoo! Games, Music lovers and Games lovers (promote App Store download games function to iPod current or future user) ,

click image to see the ad

and NYLON, fashionable person (iPod nano chromatic design for different fashion trend mix and match) which can reach iPod target group segmentation. To find a well-establish web-site and test acceptance of audiences is the first step to succeed.

Another interesting research had done by Dynamic Logic (http://www.dynamiclogic.com/na/research/btc/beyond_the_click_june2005.html) proposes interactive advertising should be spent on relevant site when marketers want increasing consideration or purchase intention with their brands. It will only increase brands or product awareness if displays Ads are placed in other web sites.

Post by Alvin Chan
Student no. 08827661S