Friday, February 20, 2015

How to make a good advertisement

Nowadays people are unscapeble from advertisement. All kinds of companies try to grab customers’ attention by displaying their advertisements. 10 years ago, or even 5 years ago, advertisements on TVs dominated the ads market. As the internet becomes more and more popular, a large proportion of advertisements shift from TV to online platform, such as desktops, laptops and mobile phones. It seems advertisement industry has dramatically changed. However, one thing is still true that customers won’t remember most advertisements. Therefore, increasing the efficiency of advertisements is still an important goal for advertisements.

In order to discover how to create a more efficient advertisement, we need to understand how online advertisement works. This is a link introducing the flow of advertisement.

Online advertisements are divided into several segments. Three most important ones are search, display/banner and mobile, which respectively occupy 43%, 19% and 17% of the market share. Search advertisements are different from the rest because search advertisements are more passive. For example, an search advertisements only shows up when a researcher want to search this particular topic. However, Display/banner and mobile advertisements can actively target their consumers. Therefore, these two types of advertisements can have more strategies.

There are five ways to make display ads more efficient. First, tracking mouse movements can catch hesitation of consumers and provides evidence for subsequence research of consumers. Second, adding a map while consumers searching for locally available goods would make an ad very efficient in terms of turning searching to a purchasing behavior. Third, adding a calendar tool would be extremely useful for promoting film and TV launch dates. Forth, use dynamic creative data-drive display ads can pull relevant data about the user’s online behaviors. Fifth, social media is a great platform for users to share ads.

Having a more accurate targeting while advertising products makes both consumers’ and sellers’ life much happier.

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