Keep it Simple, Stupid
There are so many advertising options these days. How are you supposed to know what tactics to use and when? Options have exploded the past couple years and have gotten pretty sophisticated. Just look at how many options you have:
- In-banner video
There are so many that you may have forgotten about good ole banner ads.
You're probably thinking "Of course. I see flash ads all over the place. So?"
Nope, not even flash ads. Boring static banner ads. Not even animated GIF's.
Why would you want to use static ads when you have all those flashy (get it, flashy?) options above?
Static banners are cheap. Cheap to design and produce, and the CPMs (cost per mille, or 1000 impressions/views) are going to be much lower than pre-roll or other more interactive tactics.
Most websites have placements for static banners, which means you're more likely to get your message in front of your target audience. Additionally, since standard banner inventory is so prevalent we can target your ads off of models, and still have enough inventory to make an impact. Micro-targeted pre-roll just isn't there yet, even if we all spend two hours a day watching YouTube.
Video is extremely impactful. Flash lets you animate and grab that user's attention. What they don't do is force you to focus. There's so much room for messaging! Huzzah? Maybe not. With static ads, you have to do the hard work of getting your message honed down, and in many cases we're seeing that pay dividend over more complicated flash ads.
In an ongoing campaign, we looked back at the last 30 days of stats and saw that static creatives occupied the top 15 spots in one adgroup, and 11 of 15 in another. The average CTR of the static creatives was over 100% higher than the flash.
That's not the only campaign where we've seen this. In several other cases, we've seen that static ads are at the very least comparable to, if not outperforming, flash creative. In turn, that saves the client production fees, as well as:
Mobile ads are still pretty messy. HTML5? iAd? Static. There are even a few specific sizes for phones and tablets. If you're only concerned about tablet users, the three most commonly used banner ads (300x250, 728x90, 160x600) will get you a solid amount of traffic, as long as you have…that's right: static ads.