Flash Design Tips and Tricks
Tips and tricks for improving online banner ad performance.
Thermal Studios has over a decade of experience with online banner advertising. We managed the performance of over 100 billion banner ad impressions in the last four years alone. In this newsletter we have compiled some of the top tips and tricks to help improve the performance of your online display marketing.
Advertising Tip #1: Keep file size to a minimum.
It is more important than ever to keep your web pages and advertisements to an absolute minimum number of kilobytes. Even if you believe that all of your end users are using high speed connections, you still have server load, web traffic and security measures, such as firewalls, to consider. A 10K advertisement will almost always perform better than a 30K advertisement. Always use vector graphics in your flash banners.
Advertising Tip #2: Strengthen your call to action
Make sure that at least 60% of your advertisement's visual space is devoted to a call to action. The sentence should tell the user what to do. The classic "click here" phrase really does make a difference.
This is an example of a poor call to action: "Fred's Pizzas are loaded with toppings and delivered hot and fresh to your door step. Order a pizza from our new website."
A better sentence would be: "Click here to order a hot pizza."
Keep in mind that your advertisement may only be in the user's field of view for one to two seconds. A short sentence grabs the user's attention and uses visual space more effectively. A shorter sentence also allows you to make your font-size larger. Be the headline on the page, not the fine print.
Advertising Tip #3: Think keywords
If you have ever done search marketing, you know the importance of choosing good, relevant keywords. Phrases like " the greatest", "best" and "top quality" have NOT been proven to help drive customer acquisitions. Keyword marketing services like Google Adwords and Overture have tools which allow you to see which keywords are searched for most often. Use these high traffic and high value search terms in your marketing language. Make sure the words are highly relevant to your product or service.
Advertising Tip #4: Use animation wisely
You have less than two seconds to catch your customer's attention. Be sure your advertisement gets the call to action across during that time. As a general rule, don't animate text or do anything that will make it difficult to read. Try using animation around the border, in the background, or have it play upon rollover of the image. Make sure your call to action loads first and then load the eye-catching animation.
In flash, make sure to create a unique movie clip for each animated object and give it an independent timeline. This helps you avoid having a huge main timeline with dozens of layers. Less frames means smaller file sizes. You can also decrease the movie's frames per second and make animation tweens use fewer frames to keep the files size down. In this day and age consumers are not impressed by long slow fades. Make your animation play fast.
Advertising Tip #5: Try hyperlinks and HTML forms.
Statistics have shown that consumers trust standard blue html hyperlinks more than flashing graphic buttons. This makes your marketing feel less "Salesy" and more like trustworthy content. Try using HTML dropdown menus and standard grey form buttons in one of your advertisements and compare the performance.
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