Digital media buyers spend an inordinate amount of time online. Just as a plant manager takes a daily jaunt around his factory, so too do those whose products are sidekicks and leaderboards and whose plants are the sites on which these ads appear. Sometimes we like what we see, and even come away with inspiration for our clients' upcoming campaigns. When another marketer has made a mistake, however, it's more obvious and intolerable to us than anyone (except, of course, their client).
By a large margin, the majority of the mistakes we see can be attributed to rich media. Newfangled ideas for engaging consumers often spawn ads that break the rules. And while it seems as though the onus should be on the publisher to ensure site visitors aren't offended or annoyed, media buyers are culpable, too. We're the ones, after all, who will be held accountable when the campaign goes live, and fails.
With that in mind, here's a list of 10 do's and don'ts designed to keep your web-based rich media ads on the right track.
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Tessa Wegert is an interactive media strategist with Enlighten, one of the first full-service digital marketing strategy and services agencies, serving such brands as Bioré, Bratz, Food Network, illy, Hunter Douglas, Jergens, and Olympic Paints and Stains. An industry veteran, Tessa has worked in online media buying and planning, marketing, and online copywriting since 1999. She is an active freelance writer specializing in interactive marketing who has contributed to U.S. and Canadian publications, including "USA Weekend Magazine," "Marketing Magazine," "The Globe and Mail," and "The Montreal Gazette." She is frequently quoted as an industry expert and speaks regularly at industry conferences and events.
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