The document provides 10 tips for achieving the greatest brand impact online through digital advertising. Some key points include: ensuring the brand is prominently displayed on every frame; making each frame stand on its own to communicate messaging; being mindful of "reveal" ads which are often ineffective; keeping messaging simple; avoiding ads that make viewers work for the message; using interactive elements appropriately; and including product shots and human presence while also displaying the brand name outside of just product shots. The overall tips are focused on strong brand visibility and simple, clear messaging in digital advertising.

1. 10
THINGS
TO
THINK
ABOUT
TO
ACHIEVE
THE
GREATEST
BRAND
IMPACT
ONLINE
Anton Razumov
ex.Brand Manager Pantene Pro-V
+91 981 879 05 08
anton.razumov@gmail.com
linkedin.com/in/antonrazumov
slideshare.net/antonrazumov
twitter.com/ZooMik

2. Brand
impact
is
only
as
strong
as
your
brand
presence
—
show
brand
prominently
on
all
frames
of
the
creaIve
What
stopping
power
would
the
first
frame
generate?
What
reason
would
a
user
have
to
stop
and
watch
the
ad
–
intrigue
is
not
always
a
good
opIon
with
online
campaigns
ü

3. FMCG:
Ensure
that
the
parent
brand
logo
does
not
overshadow
the
new
product/extension
• Within
FMCG
campaigns,
a
common
goal
is
to
promote
a
new
product
or
brand
extension
• BoPom
performing
FMCG
ads
oQen
featured
the
parent
brand
name
more
prominently,
thus
overshadowing
the
new
product/extension.
None
of
the
top
FMCG
performers
on
ad
awareness
used
this
branding
format,
while
one
quarter
of
boPom
performers
did.

4. Each
frame
of
an
ad
should
stand
on
its
own
Each
frame
should:
ü
• Produce
brand
awareness
• Communicate
message/benefits/
differenIaIon
• Communicate
brand
like-­‐ability/reason
to
purchase
or
call
to
acIon,
depending
on
your
adverIsing
goal

5. Be
mindful
when
using
“reveal”
ads
• “Reveal”
ads
are
almost
always
ineffecIve;
this
finding
is
seen
across
all
industries
as
a
key
component
that
differenIates
best
and
worst
campaign
performers
• Why
should
a
user
conInue
to
watch
this
ad
aQer
the
first
couple
of
frames?
• At
this
stage
they
have
no
idea
who/
what
the
ad
is
for
FMCG
è1
out
of
the
20
top
performers
on
ad
awareness
used
reveal
format,
while
17
out
of
the
20
boPom
performers
used
reveal
format

6. “Reveal”
ads
are
almost
always
ineffecIve:
however,
there
are
excepIons
to
the
“rule”
Video Norms Rich Media Norms Standard Flash Norms
There
are
a
few
excepIons
to
the
5.4
6
reveal
format
rule:
• Video
ads
are
much
more
likely
5
4.2 3.7
Percent
Impacted
to
succeed
in
being
noIced,
4
but
are
sIll
risky
in
terms
of
3
building
brand
awareness
and
favourability
2
• Ads
with
high
entertainment
or
1
comedic
value
can
be
effecIve,
0
if
appropriate
-1
Online Ad Awareness
Source:
Dynamic
Logic’s
MarketNorms,
Last
3
Years,
Q1/2009,
N=2390,
n=3,806,527;
Video
(last
3
Years)
N=255,
n=311,755;
Rich
Media
(Last
3
Years)
N=1955,
n=2,782,038
;
Flash
(Last
3
Years)
N=1166,
n=1,564,019

7. Keep
the
messaging
very
simple
• One
or
two
messages
is
enough
• Don’t
make
the
message
too
complex
ü

8. Don’t
make
people
work
for
your
message
• Viewers
should
never
have
to
interact
with
your
ad
to
see
your
brand
or
your
messaging
• Across
industries,
reveal
format
of
the
key
messaging
led
to
poor
performance

9. InteracIve
ads
can
be
effecIve
when
used
appropriately
• Use
expandable/interacIve
ads
to
allow
ü
the
viewer
to
drill-­‐down
and
learn
more
• Ads
with
an
interacIve
element
can
be
great,
but
don’t
rely
on
people
interacIng
in
order
to
get
the
message
and
product
– InteracIve
ads
are
very
effecIve
at
rising
Ad
Awareness,
yet,
less
than
2.11%*
of
people
interact
with
an
ad
in
the
live
environment,
so
the
adverIser
should
ensure
that
people
who
choose
not
to
interact
will
sIll
take
out
the
message
*Source:
DoubleClick
DART
for
U.S.
AdverXsers,
January
–
July
2008

10. If
goal
is
persuasion,
be
careful
not
to
annoy
the
site
visitor
• Avoid
highly
obtrusive
ad
formats
(example
shown)
• Be
considerate
of
the
site
visitor’s
mindset
and
the
site
content;
intrusive
formats
may
work
within
certain
site
categories
(i.e.
online
video
markeIng
for
theatrical
releases
on
entertainment
sites)
but
appear
annoying
on
others
(i.e.,
news/info
sites)

11. Inclusion
of
product
shot
&
human
presence
• Both
top
and
boPom
performing
campaigns
included
a
product
shot
and
human
form
in
the
ad
– Human
presence
appears
to
be
a
key
factor
of
success
in
online
campaigns,
where
copy
is
typically
used
more
oQen
– Also,
relevant
human
imagery
can
be
parIcularly
important
for
targeted
industries
(i.e.,
baby
care,
pet,
beauty)
ü

12. However,
ensure
the
brand
name
does
not
only
appear
in
product
shot,
parIcularly
for
FMCG
campaigns
• Most
of
boPom
performing
campaigns
within
FMCG
featured
the
brand
name/logo
only
within
the
product
shot
• Opportunity
to
see
the
adverIsed
brand
name
may
be
lost
or
obscured
when
only
featured
within
the
product
shot

13. Avoid
“border”
ads
• Try
to
avoid
“border”
ads
–
ad
sizes
that
frame
the
content
of
a
webpage
– They
train
site
visitors
to
focus
on
the
center
of
the
page
and
tune
out
ads,
whereas,
some
ad
placements
embedded
within
the
content
are
therefore,
more
noIceable
– Rectangle
ad
sizes
do
not
frame
content
and
are
therefore,
more
noIceable

14. FMCG:
Inclusion
of
coupons
/
free
trial
offers
did
not
differenIate
performance
on
Purchase
Intent
• FMCG
campaigns
that
uIlised
a
charity
/
donaIon
message
scored
well
on
ad
awareness
/
persuasion
ü

15. Integrate
online
creaIve
concepts
with
offline
• UIlise
creaIve
elements
that
are
consistent
with
offline
ads
in
order
to
reap
the
benefits
(i.e.
frequency)
of
synergisIc
media
ü Magazine
Inser<on
TV
Spots
Online

16. Thank
you!
Anton Razumov
ex.Brand Manager Pantene Pro-V
+91 981 879 05 08
anton.razumov@gmail.com
linkedin.com/in/antonrazumov
slideshare.net/antonrazumov
twitter.com/ZooMik