How to keep your web-based rich media ads on the right track.
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 a business reporter and former media strategist specializing in digital. In addition to writing for ClickZ since 2002, she has contributed to such publications as USA Today, Marketing Magazine, Mashable, and The Globe and Mail. Tessa manages marketing and communications for Enlighten, one of the first full-service digital marketing strategy agencies servicing such brands as Bioré, Food Network, illy, and Hunter Douglas. She has been working in online media since 1999.
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