It's no surprise that agencies and brands have been struggling to find online advertising technology that can produce digital ads that live up to the quality they've come to expect in other mediums like print and TV. After all, TV and print have been around for decades…the Internet, only half that time.
So much time and money is spent planning, coordinating, and executing thoughtful and engaging creative collateral for the more traditional advertising mediums.
And then there's online advertising.
Tripping Over the Challenges
Just like a novice track and field runner, tripping over the hurdles in practice runs, today's display advertising marketers aren't yet showing that they can play in the big leagues with television and print.
Display advertising is still in its awkward phase, and it seems like everyone in the industry is talking about the need for incorporating interactive rich media elements within ads in order to drive higher consumer engagement rates and "fix" the medium.
According to a recent study commissioned by Say Media, adding rich media features, like product carousels and video, do, in fact, increase click rates - as much as three times more - compared to similar ads without interactive elements.
But while the addition of interactive elements is an important part of creating effective online advertising, it's one of the many hurdles that marketers face when they're tasked with building truly engaging digital ads.
Here are four of the biggest challenges agencies and marketers come across when trying to create high-quality, result-yielding online ads:
Hurdles image on home page via Shutterstock.
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Aubrey is director of content for Salted Stone, an award-winning boutique digital agency that drives increased revenue for clients by producing extraordinary websites, digital collateral, and search marketing campaigns.
Aubrey specializes in helping businesses engage with their clients and respective audience. She has experience working in a broad range of industries, including technology, e-commerce, licensing, marketing, and publishing.
December 12, 2013
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